A life lived in “micro-moments”

 

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“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?”

 

 

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Attention is a gift!

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The title of a recent @briansolis blog caught my attention, well and for a surprisingly longer time than I would have liked, reading the blog and then the LinkedIn e-book associated with it “Attention is Currency”, made me realise how much of an anomaly that was, as Brian goes on dramatically elucidate that our attention spans are down to 8 secs…(there is a house-fly joke there somewhere, but I meander …and in the process validate the hypothesis…though I think it’s more of an established theory now…and there I go again)

Trying hard to come back to the topic, made me realize is that really what we have become? I mean one hears of phrases like ‘instant gratification’ generation thrown around almost all day, but what does that really mean. We know the most obvious references to dating or the lack of it when it comes to lifestyle preferences of the generation – but what does it mean to a marketer.
How do you be the ‘heartthrob’ for a generation that would have moved on to the next “flavor of the month, scratch that …of the second”? How does a marketer keep the customer’s attention for longer than the now scientifically proven 8 secs? While there are 4.6 Billion (yes with a B, pieces of content being created every day) to fight you for that 8 seconds of attention.

Well I can’t begin to fathom the genius of my 8th grade English teacher who saw this coming all those years ago and tried so hard to cement “Succinct, Succinct, Succinct” (it’s a funny word right! and said three times still makes me giggle, just the words, not if I hear them in her tone of voice) into our writing style. I apologize Mrs.M, I am still trying, I promise to cut a few runny sentences from this piece as well.

Not to mention that this validates, someone who definitely doesn’t need my validation, the master attention grabber himself, Steve Jobs, he had it nailed down pat, and I don’t mean with his bare minimum text on slides, which in itself is commendable, but in his messaging recall about the “Think Different” campaign way back in 1997. Simple black and white headshots and two words…he knew for sure what was coming. The true genius of the man though is not the succinct (someone listened to you Mrs. M) copy – two words on the page, but the clearly identifiable powerful story behind the visual.

That is a universal and time-tested truth that marketers can take solace in, no matter how much the medium changes (140 characters, 6 sec of video) the crux to grabbing attention will always be the same, a powerful story, a story one can relate to, identify with, how you tell it is now entirely up to you. (but yes…preferably in 8 seconds)