Micro-Moments - you don't look at
the broad structure of one message, massive audience, speaks to everyone
you look at the little moments in time that matter to people
OK, so traditionally
we would create an idea
this is what marketing's always been
so you create an idea
and you get your creatives around that idea
you get your copywriters and your art directors and so forth
and that one idea is then
blasted or amplified across all these different channels
yeah OK we're not doing radio and press anymore
we're not just doing TV
we're on the Internet, we're on social, so it's more of a
"Let's check that box off because it's another channel
and we want to be present there, so let's do that."
so that's basically what's happened in the market
and it's still happening to this day
the ad agencies are spending big budgets
and are still doing that process
and the thing is when it's been like that
and when you've got a whole structure of the agency
and the whole model of a marketing agency doing that
they'll tend to just keep doing it
so whether it's as effective
whether it's optimal in terms of Return on Investment
that's questionable
but that's really the Old Amplification Strategy
what effectively has happened
is because of the mobile phone
because of smart phones, because of devices
we're always on
we're not watching TV at a specific time
and we're not tuning into the radio at a specific time
when we're sitting in the car or whatever it is
we're not reading a paper only on the Saturday morning
when we're having breakfast or whatever it is
we're always switched on
always, 24/7
even 2:00 am at night
we see this in the data
we see people searching for stuff in the midnight hours
in fact there was one website we were looking at
and their ecommerce sales were through the roof on a late Friday night
when people had obviously had a few drinks, come home, spend money
it's usually what happens
what it's sort of saying is that the device has created this access to information
to always be switched on
but our marketing strategies, our business model is still very much
amplification, one-directional strategy
so this is very top-level
at a very top level Google themselves have identified
what we call Micro-Moments
and this is kind of how you create customers in the modern age
you look at Micro-Moments
you don't look at the broad structure of one message
to a massive audience that speaks to everyone
you look at the little moments in time that matter to people
and we kind of break that down into three areas
the first area is kind of like top of the funnel
and that's right at the beginning
"I'm not really sure… I kind of have an idea of what I want
but I'm gonna start doing research"
and how many of us have done this
whether you want a car
or whether you're looking for a house, or whatever it is
you start researching, that's the first thing you do
sometimes every before talking to people or going to speak to a company
whatever the product or service is
you'll start Googling or researching
and reading this, reading that
getting as much information, soaking that up
so as a company, or as a business
are you there in that moment?
are you providing information to that customer at that point in time
so this is when blogs and content is really good
Comparing and Reviewing
so now I kind of have an idea of what I want
but if I'm reviewing your brand versus another brand or your product
I'm looking at like-for-like, right
I'm looking at products and packages
and comparing the pricing and that sort of stuff
is your business set up for that structure?
especially in digital people don't...
if you don't have that structure
where they can compare something easily to your competitor
they'll leave
and if they don't understand, you've made it too hard for them
"You've wasted my time, I'm on to the next person"
that's basically how cutthroat it is from a customer's perspective
so that's that part there
then it's like I'm Ready To Buy
"I've made my decision, I wanna go with you guys
What's the experience like?
I've put an enquiry in, how quickly do you get back to me?
Do you get back to me within 24 hours?
Do you take a week?
What's your salesperson like when he calls me back up?
Did he miss his appointment?
Did I get a Thank You email that's really nicely tailored to
what I asked for in the first place?"
so all of these questions, these are Ready To Buy moments
and are you providing a very quick and easy experience for me to
convert or do something as a customer
so there are the things which we look at which we call Micro-Moments
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