The World of Moments – Catch the Moment
What is the definition of a moment?
We live in the moment more than ever. A moment means this moment right now and it has raised our expectations. In term of this, it has become increasingly more important to be able to share those moments. A moment could last in the 10 seconds that you see the Snapchat from your friend on your phone.
Another example could be about shopping, because all shopping is not the same. You can have different moments when you shop: when you are bored, when you are sad, when you are feeling joyful, etc. The main-point is that consumers are more receptive in some shopping moments, and the challenge for marketers is to find these moments. If marketers can find these moments, it makes it easier to advertise and promote the right ads at the right time. An example of this is when people are “sneaky online shopping” at work, then people are less likely to be influenced by direct ads and commercials because they are doing the “forbidden” things. That being said, the consumers are looking at products online, so there’s still the possibility of them being influences.
Cell phones and toothbrushes
In the seminar, we met marketing technologies that enable media, consumer, and message in a moment that matters - a moment that is based on data on behaviour, intent, profile and context.
Today everybody wants to be consumer-centric, but the challenge is that the consumer has the power. If a company wants to reach the consumer in the moment, the context is important. This leads back to the shopping-example, where the context of shopping determines the advertising-way and -role.
There are a lot of opportunities both in terms of marketing but also in terms of using data to find the moments. Because consumers are creating data all the time - we are doing more with our smartphones than ever; social media, calendar, mobilepay, reading newspaper, and so much more. In fact about 5.1 billion people own a cell phone – but the shocking news is that only 4.2 billion own a toothbrush.
What is going to be the key in the future?
According to Rickard Lawson from Strossle, it is not about the amount of information given to the consumers. It is about giving the right information - and giving it short and sweet. It is about bringing advertising back to marketing.
Furthermore, the challenge is working with different data-sets – in SoMe, in CRM, and so on. These campaigns need to be aligned so that different departments know what is going on in the SoMe-team etc.
The key points from this seminar were:
- Don’t use the technology for the technology’s sake – it is about the people.
- Make less shit – too much information is bad
- It is better to do something, than nothing – the digitalization is fast
- Catch the moment