STAYING ON TOP OF THE MINI-MOMENTS - June 2015

By chance have you noticed the fundamental change taking place in the way people consume media?

Said differently, have you noticed that the old days of predictable, periodic media sessions have been replaced by numerous short bursts of digital activity throughout the day – what many are calling “mini-moments”?

Without a doubt, many of these “mini-moments” revolve around people checking the time, texting with a spouse, or catching up with friends on social media; moments when consumers are likely less receptive to brand messages. But then there are those moments that really matter to a marketer – the pivotal…

• I want-to-know moments
• I want-to-go moments
• I want-to-do moments, and
• I want-to-buy moments

The moments that drive consumers to learn something, do something, discover something, watch something or buy something. They are intent-rich moments where decisions are being made and preferences being shaped.

We see them constantly, across billions of monthly searches, billions of hours of videos, billions of interactions with various sites and apps. These aren’t just people inattentively tapping things into their phone; rather they are the new battleground for hearts, minds and the dollars their attention brings along.

I won’t mince words; this is a pretty seismic change for advertisers. There are no longer just a few sporadic “a-ha!” moments of truth; now there are countless moments that matter. For example, we’ve seen that 69% of leisure travelers use their smartphones to search for travel ideas during spare moments like standing in line or waiting for the subway. Then nearly half of those travelers go and book through an entirely separate channel (like their work laptop). As a travel brand, if you don’t win that first moment, you don’t have a shot at the second.

Retail is another example where we’ve seen a massive shift in behavior thanks to mobile; one in three consumers report using a mobile phone in a store versus asking a store associate. Overall, 82% of smartphone users consult their phones while they’re standing in a store deciding what product to buy. One in 10 of those users end up buying a different product than they planned.

In these micro-moments, consumer expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to deliver exactly what we are looking for – the moment we are looking. We want things right, and we want things right away. In fact, 69% of online consumers agree that the quality, timing, or relevance of a company’s message influence their perception of a brand.

The point of this blog is to say that the successful brands of tomorrow will be those that can meet these demands. They’ll understand all of these moments and then deliver on them – in a way that speaks to people, connects with them, right where they are, right when they need it.

My company still has a long way to go, but I can tell you that we’re working hard to focus on these micro-moments…and believe marketers should be as well. The more agencies and companies alike can infuse these moments with meaning for people everywhere, turning to their various screens, the more success we can all have together.

Would love to hear what you think.

Joe Bouch
Chief Executive Officer
Chisano Marketing Group