From Mobile-first to User-first
Media consumption habits provide key signals, which can help brands create more focused, relevant and memorable experience for users; at the same time, creating a prime opportunity for marketers to understand and connect with their audience.
We are in a world that lives their life on screens, an all-digital world where average consumers take care of their daily needs all as they go from one screen to the next.
But how does that user interaction provide insight that can become actionable by marketers? This technology-driven ecosystem can be mapped out and studied, helping brands achieve their core objective to reach and engage consumers, establish a connection with their brand, and ultimately sell their product or service.
Marketing to #Momenting
Jim’s journey throughout the day, will show how this theory works. He is in a museum walking around when hunger strikes during lunch time. He executes a search on his smartphone for a place to eat and he immediately received a coupon, via his search results, to eat at Tim’s Chicken Shack.
This was a perfectly timed opportunity for Tim’s Chicken Shack based on Jim’s specific data… time of day, location, device and intent.
We call this approach “Momenting.”
How it works
Brands know what time it is (noon), where Jim is (a museum), what screen he’s on (a phone), and what he wants to do (eat). These “signals” paint a picture that helps meet any consumer’s expectations, the ultimate goal.
Now marketers have the ideal situation to engage and persuade users with the right content at the right moment.
While in this case, a specific brand sent Jim a coupon at the exact time he was looking for a place to eat, that same theory could work for any user and any context.
The “Mobile-First” idea is just one piece of the puzzle, not the entire process. In other words, it does not satisfy all the variables while delivering a relevant experience. Rather, think “User-First”.
In another situation, Diane is at work and is interested in buying new shoes. She performed a simple Google search, and during her drive home stopped at a traffic light, she checks her Facebook app. Instantly, a sponsored article about the top shoe trends appear in her feed. Once again a consumer got what they were looking for, when they were looking for it.
As a result, brands can build equity, create loyalty and, ultimately, help consumers’ lives. All this is possible by interpreting, facilitating and enriching one’s life on screens.