Winning In The Moments That Matter
If you want to start relating with your audience in meaningful ways and influencing their path to purchase, it’s essential to start thinking about non-linear journeys and working out the moments that matter most to them, writes iProspect’s national head of experience, Guy Jarvie (pictured below).
If there’s one area of empirical marketing which has captured the imagination of marketers over many decades, it’s the consumer decision journey. The Holy Grail for businesses is to effectively capture the intent of their customers at each stage of the journey and guide them through the purchase process. The classic one-directional purchase funnel which dates back to 1898 has helped marketers calculate the levers they need to pull in the marketing mix to influence customers from awareness through to purchase.
McKinsey came up with the notion of a loyalty loop which helped us think more about customer experiences within the journey and post-purchase advocacy, but modern marketing has changed immensely since these models came of age. The modern consumer journey is so intricate that outdated models simply can’t describe its complexity. There are now almost infinite touch points or moments which can influence a purchase that we need to come up with new models much more suited to a world dominated by digital.
Winning in a multi-screen world
In the digital universe, these potential touch points grow exponentially. We are utterly obsessed with that device we keep by our side day and night. On average, we check our phones more than 157 times per day, and 68 per cent of us check it within 15 minutes of waking up. In the US, consumers are spending five hours per day in mobile apps – that’s 30 per cent of a waking day. So, think about that for a second – if we multiply the amount of possible interactions over the course of a 24-hour day, there are literally countless moments where we could be interacting with a brand and be influenced to purchase. We can’t possibly be relevant in all the moments, so it’s our job to use data to help us determine the most important moments for our audiences so we can build relevant experiences in the moments which matter most.
Google and the ‘micro-moment’
Google penned the term ‘micro-moments’ to describe the countless touch points in modern consumer journeys driven by the rise of mobile devices creating increasingly fragmented interactions with brands. On a fundamental level, Google describes four key moments which brands need to focus on: I want to know, I want to go, I want to buy, and I want to do – with each moment covering a vast array of potential user-intent which brands need to harness to build optimum relevance. However, for brands to actually win in the moment, they need to be there at the right time, they need to provide meaningful and useful experiences, and they need to be quick and frictionless in their execution.
An experience-based approach
Marketers need to create new models which allow us to make data-led decisions about the user journey and the moments within it. One such framework which allows us to adapt our thinking and put the user at the heart of our strategies is the ‘Four D’ approach: discover, define, design and deliver, with each stage building on the insights of the last. This approach is designed to help us answer the important questions: who is our audience? What is the user journey? What moments matter most? And finally, what experiences do we need to design and deliver to our audiences in the moment they’re searching for it?
Discover your audience
Let’s start off by looking at phase one – discovering your audience – a crucial but often neglected element of building relevant experiences. Today, we have a wealth of data and platforms available to us, helping us to understand and segment our audiences which we can then use to work out their behaviours, interests, lifestyles and attitudes. Once we have our segmented audience data, the next step is to work out what the search landscape looks like for your product or service niche – how big is the search opportunity in each moment, what are competitors doing, and what battles do we need to pick and commit to?
Defining the user journey
The next stage is to define the user journey so we can build highly relevant experiences to win in the moments that matter most. To do this, we need to think about all key moments which might lead a user to interact with your brand. What are they doing? What triggered their search? What platform are they on and what device are they using? Once we’ve listed out as many interactions as we can, we can use data to prioritise the moments. Then the magic happens – we can start creating effective content experiences which are tailored to our specific audience with a relevant offer or message helping to add valuable touch points with your brand. A good litmus test is to look at your own brand reflection. Grab your own mobile and do searches around potential moments which are relevant for your own audience. Do you appear? What platforms are showing up? What moments are most important and what experiences are you not providing your customers?
Designing relevant experiences
Now that we understand the user journey, we need to build new and highly relevant user touch points and experiences. There’s two ways of doing this – first by building new experiences on your website with rich, tailored content to engage with your audience’s desires and motivations. This should be underpinned with traditional SEO optimisation to support its effectiveness. But we also need to build user experiences off site, and be selective of the platforms our audiences are interacting with. We need to create content in these places and amplify it directly to our users so they can find it exactly when they’re looking for it.
Delivering to your audience
There’s no point in committing to an experience-based approach if you’re not willing to commit media dollars on the platforms which will matter most to reaching your audiences at the right time. Brands that effectively use paid search and highly relevant moment keywords to capture the attention of users when they’re searching in the moment will be rewarded with new audiences. You can then retarget your newfound audiences using programmatic and paid social, and build more relevant and meaningful brand interactions as they go through their own purchase journey. Ultimately, it’s this relevant and tailored messaging which will bring your brand front and centre when it comes to purchasing.
Evolving to succeed
Ultimately, there is no ‘one size fits all’ framework that will suit every brand when thinking about the consumer decision journey. The models of yesteryear were created before the digital universe started to interact with every facet of our lives. If you want to start relating with your audience in meaningful ways and influencing their path to purchase, it’s essential to start thinking about non-linear journeys and working out the moments that matter most to them. The brands that carry this out most effectively will be rewarded with a more loyal customer, and one who comes back time and again, with a smile.
Latest News
Sydney Comedy Festival: Taking The City & Social Media By Storm
Sydney Comedy Festival 2024 is live and ready to rumble, showing the best of international and homegrown talent at a host of venues around town. As usual, it’s hot on the heels of its big sister, the giant that is the Melbourne International Comedy Festival, picking up some acts as they continue on their own […]
Global Marketers Descend For AANA’s RESET For Growth
The Australian Association of National Advertisers (AANA) has announced the final epic lineup of local and global marketing powerhouses for RESET for Growth 2024. Lead image: Josh Faulks, chief executive officer, AANA Back in 2000, a woman with no business experience opened her first juice bar in Adelaide. The idea was brilliantly simple: make healthy […]
Is Meta’s New AI Chatbot Too Left-Wing?
Meta's chatbot accused of being left-wing after being caught wearing a Che Guevara T-shirt & listening to Billy Bragg.
TV Ratings (23/04/2024): Why Did No One Tell Angela That Farmer Wants A Wife Is Set On A Farm?
As wonderful as this headline is, let's face it, we all know an 'Angela', don't we?
PubMatic Unveils New AI Partnership To Turn Social Posts Into Ads For Any Digital Channel
Here's some nifty tech for turning social posts into ads. Assuming said posts aren't one-star character assassinations.
Intuit Mailchimp Makes A Splash With Its First Australian Brand Campaign
Ever laugh along at a gag you didn't get so as not to appear dumb? Get ready for more feigning with this new work.
GumGum’s Rob Hall: Advertisers Can No Longer “Rely On Binary Descriptions” Of Consumers
If anyone's got their finger on adtech's pulse, it's Rob Hall. He also avoids using the good paper in the office printer
Mastercard Nabs Florencia Aimo From Marriott International
Marriott International's Florencia Aimo jumps from the hotel business to the exploitative credit card one.
Bastion Agency Appoints Cheuk Chiang As New ANZ CEO
Cheuk Chiang takes the reins over at Bastion Agency. But not the rains down in Africa.
Spotlight On Sponsors: Major Sponsorship Wins After A Disappointing Week In Sport
B&T continuing our deep dive into local sport sponsorships & that's despite not a single offer of a free ticket as yet.
Macca’s Marketing Director, Samantha McLeod On Big Mac Chant: “What Was Once Old Is Now Cool Again”
Macca's using the power of nostalgia in latest Big Mac campaign. Well, only for those who've ever eaten one sober.
World Premiere Of Midnight Oil: The Hardest Line To Open Sydney Film Festival 2024
Oil's biopic to open Sydney Film Festival. Here's hoping Molly Meldrum will take his pants down at the premiere.
Entries Are Now Open For The 2024 Brandies, IntelligenceBank’s Annual Brand Marketing Awards
The Brandies are, of course, a prestigious marketing gong and not the mystery tipple favoured by nannas everywhere.
The Fred Hollows Foundation Appoints Ardent For PR
Yes, we all like to have a joke at PR's expense. But sometimes it does important work, like this.
AI, eCommerce & Marketing Specialists Are In Increased Demand By Businesses, New Data From Fiverr Shows
Has your philosophy & anthropology degree left you with nothing but a huge HECS debt? Here's what you should've studied.
Perth’s First 3D Anamorphic Billboard Arrives Courtesy Of oOh!media
Do you love a buzzword? Now you can add anamorphic to the list as it relates to billboards, not a colleague's ears.
MasterChef Australia & Crown Resorts Launch Unique Dining Experience With ALUMNI
A pop-up restaurant staffed by MasterChef contestants! That's fine dining prices for first-year apprentice chef cuisine!
Amanda Laing Announces Resignation From Foxtel Group
Foxtel's chief commercial & content officer heads for the exits. Read nice things the bosses said about her right here.
The Lost Letters From Our Diggers: News Corp Unveils ANZAC Day Special
It's nice when brands respectfully acknowledge ANZAC Day.
Howatson+Company Acquires Akkomplice
Large indie acquires a slightly smaller indie. Much like a shark eating a tuna, just with less thrashing and blood.
Google Delays Third-Party Cookie Deprecation Again
In good news for the sale of picture library biscuit photos, Google continues to tease over the end of cookies.
Education A Low Priority For Aussies More Concerned With Cost Of Living Forethought Study Reveals
Study finds Aussies cutting back on education due to cost of living. Booze & Uber Eats sales remain largely unaffected.
“I’m Still The Same Person That I Was”: Rikki Stern Says “Fucc It” To Cancer Stereotypes
B&T always happy to promote the anti-cancer cause. Even brands that massively overdo it with the hot pink.
The Unapproved Climate Certification Allegedly Causing Mass Greenwashing
Are you left flummoxed in the canned tuna & free range eggs aisle? Just wait till this green certification gets up.
TV Ratings (22/04/2024): Fans Mock “Over The Top” Reaction To New MasterChef Judges
MasterChef returns for its 2024 season. B&T stands by putting peppercorns in Gravox & no one will be any the wiser.
Dentsu Restructure: Muddle, Harvey & Johnston Take Leadership Baton As Bass & Yurisich Exit
A large broom has swept through Dentsu's local ops this morning, taking with it some big names & the air con's cobwebs.
Industry Shares Trends Shaping The Industry This International Creators Day
B&T's asking adland creators to reveal their top trends. And it's not good news for your Jenny Kee cardigan collection.
Mable Extends HOYTS Sensory Screenings Partnership
Mable has extended its HOYTS sensory screening partnership. Vigorously defends its two-star Oppenheimer review.
Orphan Launches ‘They Need Our Help. We Need Yours’ For Children’s Cancer Institute
Anything to do with childhood cancers has B&T's 110% support. That said, we do ignore the red meat & alcohol warnings.
Smile Team Orthodontics & Keep Left Collaborate On Smile-Inducing Campaign
As parents would attest, given the cost of orthodontics you'd expect this campaign to be a lavish production indeed.
Opinion: How Video Calls Neglect Learning Diversity
Need an excuse to duck out of a video call this arvo? Show this to your boss.
DoubleVerify Achieves First-Of-Its-Kind Responsible AI Certification From TrustArc
DoubleVerify receives responsible AI certification. However, not its robotic vacuum that's been seen menacing the cat.
Smile For A Good Cause: The Social Media Campaign Giving Back To The Community
Are you known as the office Austin Powers? More for you teeth than shagability? Get snappy new fangs with this news.
Elon Musk Mocks Albo After ESafety Wins Court Injunction Against X
Albo's 2024 from hell continues - Rabbitohs in crisis, down in the polls and now feuding with world's richest man.
Real Estate Developer In Hot Water Over “Sexually Exploitative” OOH Campaign
Real estate agents again tops in the 'least trusted profession' polls, nudging used car salesmen & ad creatives.
Epsilon’s Shane Hanby: Post-Cookie Era Relies On “Teamwork” Between Brands, Marketers & Tech
This pro predicts more "teamwork" in a post-cookie era. Which spells bad news for the uncooperative or plain stubborn.