Newspaper article The Daily Mercury (Mackay, Australia)

Micro-Moment Marketing; Strategies for Winning in the New Battleground for Brand Recognition in a No-Loyalty Zone

Newspaper article The Daily Mercury (Mackay, Australia)

Micro-Moment Marketing; Strategies for Winning in the New Battleground for Brand Recognition in a No-Loyalty Zone

Article excerpt

IT'S no secret mobile has changed how consumers behave. With the consumer journey fragmented into hundreds of micro-moments, it's increasingly important for brands to be there when consumers reach for their devices. Matt Lawson, Google's director of Ads Marketing, explains how marketers can adapt.

How would you describe the role of your smartphone in your everyday life? When Google asked people this question recently, they used phrases like "attached to my hip", "butler" and "lifeline."

More than two-thirds of smartphone users (68%) say they check their phone within 15 minutes of waking up in the morning, and 30% admit they actually get "anxious" when they don't have their phone on them. Some stats show on average a person spends 177 minutes on their phones per day, each session averaging a mere one minute and 10 seconds long. That's a lot of sessions each day.

Behind these mobile bursts are countless interactions, like texting a spouse with a carpool update, dropping a quick work email while waiting in the ATM line, or posting a holiday photo. These types of moments have personal value, not moments when we're looking to engage with brands. And if a brand tries to butt in with a distracting or irrelevant message? Swipe.

But in other moments, we're very open to the influence of brands. These are the moments when we want help informing our choices or making decisions. For marketers, these moments are an open invitation to engage. And they're the moments marketers have to be ready for.

Google calls these micro-moments. They're the moments when you turn to a device - often your smartphone - to take action on whatever you need or want right now. …

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