“Life is not measured by the number of breaths we take, but by the moments that take our breath away” or “Life is the sum of the chances we take and the moments we seize”, whichever school of thought you subscribe to consciously or subconsciously as an individual, as a marketer you now have access to almost every moment of a consumer’s life, in fact, not just moment but what Google now refers to as “micro-moment”
BTW, just in case you don’t consider me or Google enough to define it for you, here is what the AMA (American Marketing Association) has to say “A micro-moment is a mobile moment that requires only a glance to identify and delivers quick information that you can either consume, or act on immediately”
For the first time in history you now have access to every micro-moment in a consumer’s life…the question is what will you to with it, or what can you do with it?
Today with analytics tools you know exactly when a potential customer has a craving for Chinese food / Adidas Incurza cricket bat / Star Wars Cast Signed Autographed 8 X 10 RP Photo #8 – Mint Condition / Tom Cruise’s latest blockbuster or just Tom Cruise in general, the possibilities are endless and so are the options to satisfy them.
Digressing, in my case today, it’s the new OnePlus 2 and trust me, OnePlus guys are just making it harder by not doing enough to capture my need, which is almost reached an obsession right now.
But, you as a marketer know exactly what someone wants before they have made up their minds, not because of some magic 8-ball but because the consumers tell you outright – as they are searching for it on their mobiles. A recent Google/Ipsos study has the stats to prove it:
- 67% of millennial agree that they can find a YouTube video on anything they want to learn
- 91% of smartphone users turn to their smartphone for ideas while doing a given task
Add to that beacon technologies and wearables and imagine the depth of access you have (no no no that’s not what I meant…) will circumvent the intrusiveness debate here and stay focused on the marketing potential.
It’s pretty much the norm of how people “multitask” now. Our buying decision-making journeys are fractured into hundreds of real-time, almost sub-conscious intent-driven micro-moments.
Each one is a critical opportunity for brands to shape our decisions and preferences.
So will you be the one that answers next time your customer wakes up in the middle of the night and searches “…what color streaks in my beard will bring out the blue in my eyes?”