Customer Intent Reigns Supreme
For smart advertisers, marketing with the intent to target customers is always the goal. Not only do we want to serve relevant ads, we want to serve them to the appropriate audience. The combination of targeting and relevancy creates the relationship with new customers that leads to sales.
Today, more and more people are using mobile devices for almost anything. Because of this, providing micro-moments to your audience becomes increasingly important. Micro-moments provide you with the opportunity to reach audiences when they want your information the most, while at the same time building a lasting relationship.
Before micro-moments, demographic targeting might have been your go to method of reaching potential customers, but new research shows that you could be missing the majority of your audience. According toGoogle,
“… marketers who try to reach their audience solely on demographics risk missing more than 70% of potential mobile shoppers. Why? Because demographics don’t help us understand what we really need to know — what consumers are looking for in an exact moment or where they are looking to find it.”
Let’s look at an example. You probably think of video game shoppers as an 18 year old student surrounded by Cheetos and Mountain Dew, barricaded in his parent’s basement; but, you would be wrong. The data shows , “only 31% of mobile searchers for video games are men ages 18 to 34.” If we take this information into consideration, we need to change the way we think of how to reach our ideal customers. We need to be where they’re going to shop, and not where they have been.
As you begin to target your audience here are two key points to remember: When it comes to your advertisement’s connection to customers, always be there and be useful. By being there for your customers you’re in front of your audience when they are looking for your services. By making your ads useful, you’re providing your audience information that they care about. Make sure you’re not spamming them with promotions, but give them content that provides a positive impact in their life.
Here are a few examples of content that you can create to help customers learn more about your business and make your advertisements useful.
- Make purchasing seamless with an “instant buy” button.
- Develop how-to videos.
- Include local inventory lists.
Micro-moments not only give you the opportunity to stay top of mind with your audience, but they also provide solutions to problems. These micro-moments are created through the efforts of your business. Creating useful ads and placing them in front of your ideal customers will convert leads to customers.