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Today there are 3 billion people who have dozens of moments that matter in their daily lives. These moments trigger billions of “signals” which combine context and intent to figure out things like location, device, the time of day and the need of the user. This combination of data provides marketers a much more precise and well defined profile helping them assist the user in the particular band, product or service interaction. An example could be differentiating between two searches for “Thai food” at different times and locations to figure if one user is looking to cook “Thai Food” and the other looking for a “Thai Food” restaurant nearby.
- I want-to-watch moments: Fresh engaging content is the cornerstone of every engaged digital interaction. The “I want-to-watch moments” are about fulfillment of the need to learn, understand and interact more with a person, brand, community, topic, product or service of interest making a bulls-eye moment for building awareness and interest for a brand, product or service. YouTube showing a 60% year on year growth in watch time shows that today the customer will always interact with brands, products and services when engaged with relevant, satisfying video content. In fact, 38% UAE consumers who participated in the research said they discovered product and brands while watching a video.
- I-want-to-do moments: What did you refer to when you last needed to do something and you didn’t know how? Research has revealed 83% web users under age 35 refer to a YouTube video on doing things they would like to learn. It is therefore an opportunity for brands to position themselves as a solution provider at a stage where the consumer wants to learn about something in their “I-want-to-do moments”.
- I-need-to-find moments: Not only do 78% web users in the research depend on their smartphone when looking for information, only 18% have a brand or product in their mind when they begin their search. This translates into an excellent opportunity for advertisers to use multiple intervention vehicles like search and display advertising, content and community recommendations to provide the most well profiled solution to these web users. This leads to acquiring and retaining a customer base that trusts the brand understands their needs. Premier Inn boosted their new customer bookings by 40% by choosing the right undecided prospects by device, length of stay, visit location and using customized messaging that was relevant to their needs.
- I-need-to-buy moments: The global marketplace today is filled with innumerable solution to the customer’s needs, so how do they choose what brand to side with? In UAE 70% web users said their purchase included considering a brand they otherwise wouldn’t explore, just because the right information was available on their smartphone at the right moment. To top it off, 69% actually made a purchase, and that doesn’t apply only to online purchases- even in store decisions are moved by a quick keyword search. As a matter of fact 38% users said a quick online review and research helped them make a choice while assessing options at a store.
To overcome the noise and really connect with the consumers in their “moments” a brand must focus on using all the available information about who they are, which is the best platform to connect with them and how best they can be served. To summarize; here is the roadmap to success with these customer moments:
- Identify the moments to win: A realistic and up close examination of you brand’s buyer personas and each persona’s buyer journey will highlight the moments to win, so that your brand can always be there for your customers in those moments.
- Deliver on consumer needs in the moment: A brand must assess the need of the consumer in depth using context and high intent signals instead of simple standard demographics, putting the consumer’s needs at the core of its messaging. The focus should be on the best possible solution for the customer’s need of the moment.
- Measure the moments that matter: Ensure clear and relevant performance indicators are outlined and observed for the winning moments at each level of the buyer’s journey
Thank you for taking the time to read this article, based on #ThinkWithGoogle Ramadan series; do look them up for more resourceful whitepapers and resources.