Engage at scale: Leveraging individualized customer micro-moments

Today, we live in an experience economy. Advertisers, content creators, media platforms, and influencers understand that we live in an experience economy. We have only seconds to grab customer attention and minutes to act appropriately to keep it.

We got there: Personalized marketing is familiar.

Anyone in database marketing knows we have embraced one-to-one marketing since the 1990s when Rogers first evangelized it. These principles have stayed the same.

Recency and authenticity are found in people who care deeply about their communities.

In mass marketing, the message is one-to-many. This strategy is to reach the right people and encourage them to buy. Direct marketing’s evolution to target more specific audiences in search of relevance has led to a movement that is making great strides today.

To infer intent from search behavior, we have gone beyond demographics.

Google claimed to have uncovered human intent when monopolizing the term ZMOT (Zero Moment of Truth). This allowed us to understand consumers’ thoughts and helped us refine our understanding of how they make decisions. Google defines ZMOT in this way:

Social data have facilitated this understanding. Being a banker, my exposure to social networks as well as the dynamics within communities, allowed me to discover the transpa

Because of our shared values, the community can last forever.

This is caring at its best. There was a wide range of opinions and discussions on various topics, including celebrity gossip, climate change, current events, and celebrity gossip. People also shared their personal stories, professional and personal successes and failures, and moments of pride and uncertainty. The one topic or event brought together the community, and it was nurtured by pure caring.

This was something I discovered when I worked for Yahoo! Answers. Answers. It could have started with a desire to be the Yahoo! The all-knowing Guru is what it started as. It became an online forum where people could ask questions because they wanted a re-ignited conversation and where their opinions were valued. It was special when Yahoo!’s most robust property was discovered. Although it drove reach, frequency, and engagement, it failed to monetize.

There is no direct relationship between traffic and purchases. This is an inferred outcome. Our team was successful in helping to foster the communities and keeping them safe. We realized that advertising on the site didn’t bring in any advertisers. The community didn’t notice the ads. They were there for another reason. They had created a virtual coffee shop for their content creators and engaged to connect with their peers whenever they had the time.

These communities have helped shift consumer attention away from marketing messages, and towards information sources they trust. This has hindered modern marketers’ performance and forced them to find new ways to grab and retain their customers’ attention.

Enter “Micro-moments.”

Mobile is still ubiquitous, and so have mobile-friendly behaviors. Volume searches have been replaced by mobile for the first time. In this process, Google has introduced more location-relevant behaviors closely tied to purchase intent. Google has given recognition to “micro-moments,” a new term that stands for.

Micro-moments that go beyond mobile and the search box…

Brian referred to these principles as micro-moments that will re-architect mobile experiences: 1) Designing for intent, 2) Understanding context 3) Built for speed (right place, right time).

Retail must adapt to an ever-on market. This concept brings data that can help businesses provide the best experience.

Micro-moments are more subtle than they may seem in some instances. Mobile is still a fragment of people’s lives. Although intent can be determined by consumers’ interactions with mobile apps, such as what they read, click on, and search for, they are often minimized by events or moments that do not reveal any consumer intent. They could be business triggers that help you to identify a possible purchase opportunity.