If you have been a marketer before digital, you will fondly remember the surety and confidence provided by the tried and trusted “sales funnel”. Brands used to be in full control of creating and owning ‘moments’. Skip ahead a decade and the terrain has been significantly altered.
The single, incomparable sales funnel moment has passed. This is due in part to fragmentation caused by the usage of multiple devices. The introduction of multiple screens to view and engage content has split the moment into hundreds of micro moments. Mobile has created fragments in how brands are perceived. There are multiple devices that are being used to find information, share entertainment and shop online. Consumers’ attention is spread throughout multiple devices, whether it be tweeting about a trending show, researching the best insurance deals or watching a YouTube video. The sales funnel has undeniably been altered making it more challenging than ever for brands to adapt to. Instead of having the ZMOT, we are now seeing hundreds of micro moments where a brand is expected to respond.
According to Consumers in the Micro-Moment Research done by DoubleClick, 90% of smartphone users have used their phones to make progress toward a long-term goal or multi-step process while ‘out and about’.
As a brand what can you do?
Finding out which platforms your consumer frequents and on which devices is a good start. Using programmatic channels can help you lead prospects down the purchase path. When you know where you’re prospects are, you can create different creative that aligns with where prospects are in their individual purchase journeys.
Now that you’re aware of where your consumers are, on which platform they are engaging with you, which creative you’ve served, you’ll need to refine your reach. When your consumers are engaged with their creative, this is a perfect opportunity to capitalise on a micro-moment. Google has great existing tools to engage. Using YouTube TrueView or Promoted Tweets, it has become that much easier to tailor specific messaging for each micro-moment on each device. This empowers you as a brand to have hard data that tracks consumer intent to deliver highly customised content for your prospects or existing consumers to engage with.
Conducting research, tailoring and segmenting to your prospects and delivering device-specific creative is not enough. Using mobile to capitalise of hundreds of micro moments daily, for instance, can take your brand further. The most important step is conceptualising hyper relevant creative. Coupling audience hard data with built-in contextual pointers like location and weather forecasts will deliver customised content that people can’t ignore. Brands like Uber and Snapchat are already playing around with hyper-relevant creative that has proven to engage audiences, is your brand in the game?
One of the best advantages of being a marketer in South Africa is having global tools already in place to inspire and encourage local innovations. There is a scope for South African marketers to research ground-breaking innovations that have worked abroad to localise and refine them and always stay ahead.