![]() He believes in relying on an evidence-based thought and work process backed by the scientific method. Rajat Jain is the Founder & CEO of ShootOrder – Digital Marketing Agency & Whizsky. More so, each micro-moment must connect consumer purpose with the desired result that the future of marketing starts with recognising these new moments to learn how to make each matter. Instead, marketers must figure out and invest in a series of micro contextual moments that meet customers in their domain when, where and how they need. No matter how your pipe is designed or supported, your customers are changing it to suit their needs. Nowadays, there is no one to design a customer journey map. Remember, without discovery or engagement, and there can be no attention. It is all real-time, and everything is on high-demand. The customer journey is infrequently linear in a world of endless digital distraction, aka “short-attention-span theatre.” Google’s concept of micro-moments represents the new frontier of digital marketing strategy. Now that Google has launched micro-moments, everything tends to change, at the same time makes more sense. And make no blunder they are moments for engagement, no disturbances. You can design for these new possibilities. The journey then resumes later either on mobile or through an entirely different medium such as a tablet or laptop. ![]() As Google states, micro-moments are moments of high engagement and intent, many of which, happen in additional moments, like generally when not preoccupied with something else, waiting in line, commuting. They may be unpredictable or continuously evolving, but they’re not temporary. Traditional content strategies and ad buys have given way to various short bursts of digital activity as they occur throughout the day. If micro-moment hits and you cannot engage a consumer, then that consumer can only work on what they know. It’s like that proverb, “if a tree falls in the forest, and no one heard it, did it make a sound?” The same can be implemented in micro-moments. Customers expect answers and management their way, at the right time, on the gadget and in the channel they are engaged. Here’s something, in these micro-moments you are by knowingly or unknowingly, engaging or disingenuous, helpful or inconvenient. If You Aren’t Striving for Attention Where It’s Concentrated, You are not Striving to Win. However, as we live in an information world, according to modify, 90% of consumers will utilise multiple screens to achieve their goal. I didn’t have time to perform research conventionally. I had to narrow the list of options, learn about the value of each and understand what people considered after analysing competing mixers. Recently, I reached for my mobile when shopping for a blender. Shortly after the release of ZMOT, I introduce you to what I called the UMOT (Ultimate Moment of Truth): the moment when people go online to post about, share their experiences, or otherwise review a product. Second Moment of Truth (SMOT): It’s what people think, feel, hear, see, smell, taste, and touch as they experience the product over time. The concept was that once a user searches on Google and your ZMOT strategy got the attention of that consumer, Google has helped you connect the dots between the next moments of truth to get more successful customer relationships:įMOT (First Moment of Truth): Introduced by P&G, it’s what people think when they see a product, and the impression that are formed when they read the words that describe a product. In 2011, Google published an ebook written by Jim Lecinski, Winning in the ZMOT, that helped those in search, advertising, marketing, and social win in the early phase of discovery. Building upon the ZMOT (Zero Moment of Truth) and the consumer actions that followed, these new micro-moments unbundle activities and break them into smaller, more manageable scenarios.īefore we can understand the magnitude of Google’s new micro-moments, I will discuss how they expand the company’s perspective on the ZMOT (Zero Moment of Truth). What makes this new moment exciting and equally challenging is that it’s not one moment it’s a series of micro-moments that amount to the new reality of consumer behaviour. Remember Google GOOGL +0%’s Zero Moment of Truth–that moment when a consumer began his or her digital journey through search and next steps were defined by what made a list? Well, Google just shared research regarding the micro-moments, new consumer behaviour for marketers to learn and master, and it’s a game changer.
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