As we look at overall marketing we need to make sure that we are purpose driven – and part of that purpose is to achieve a connection with the right people, at the right time, in the right place and provide the right information! This helps establish engagement which were we strive for activation! The saying is 2 wrongs don’t make a right, but I would suggest that 4 rights can help lead to activation.
‘2 wrongs don’t make a right, but 4 rights can help lead to activation!’
So we want to connect with the Right customers, at the Right time, in the Right place with the Right information. Our customer who are mobile users are searching the internet using either their keypads or asking Siri for help will normally follow one of a few identified I-Want-To pathways to achieve their desire during ‘micro-moments‘ which are defined as when consumers act….
Let’s look at I-Want-To moments that start us on the connection process it’s a road map of the users vision or desire their I-Want-To:
- I want to learn… or I want to know
- I want to do…
- I want to find…
- I want to buy…
- I want to do… or ‘how to’ moments
Each of these moments or ‘micro-moments’, as they are referred to in Google AdWords training materials and they are significant. How you create the content for you ads, Main Content for your landing pages, your offers, your timing, demographic targeting, location/proximity should be planned and prepared for based upon activating customers during these micro-moments.
You don’t have to be all things to all people, and you shouldn’t expend advertising budgets for them all, but you should try to be the best at the ones you choose! Make sure you understand why you chose them, what you want to happen and prepare the right resources to achieve your goals – what micro-moment are you going to choose to meet your consumer on their buying journey.
We used to refer potential consumers as innovators, early adopters, early majority, late adopters (late majority) or Laggards – these terms are still valid but everything has been accelerated in the purchase process. The following definitions come from http://www.businessdirectory.com – Classification of consumers on the basis of their degree of readiness to try a new product. … Starting with those with the highest readiness to try, they are:
- Innovators: venturesome people and risk takers who are the very first users; comprising about 2.5 percent of the target market
- Early adopters: prestige oriented opinion leaders, about 13.5 percent of the target market,
- Early majority: the leading segment of the mass market, about 34 percent of the target market
- Late majority: followers of the early majority, also about 36 percent of the target market
- Laggards: conservative, price conscious segment, about 14 percent of the target market
So my question to you as a leader in your organization – what micro-moments do you expect your potential consumers to align with? who are you targeting based upon your product lifecycle?
Q: If you build your buyer personas, and overlay your marketing resources with the right mirco-moments can you increase your likelihood of activating them and/or engaging them?
Q: Where do we drop the ball in the micro-moments? Wrong customer? Wrong place? Bad E-A-T on your landing pages? what else?
Thanks again, you questions and feedback are welcomed –
What is a ‘Spinach helpful tip’? Have you ever walked around with something in your teeth, and no one tells you. A real friend takes you to the side and tells you. It may be embarrassing at first but not as bad as finding out at the end of the day when it is too late to do anything about it. Especially if you are trying to create a positive brand image and lead your organization to success!
Chris A. Marshall