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marketing strategy

10. December 2018 by Claudia Rothenhorst

How You can use Micro-Moments for your Marketing Strategy

Woman with smartphone looking happyToday’s world is one of instant gratification. When buyers want something, they want it right now, and they’re making decisions almost immediately. These behavioral changes are created and facilitated by the pervasive nature of mobile devices. When smartphone users need information about a product, they have high expectations for speed and they’re in a hurry to get things done. These “I want” moments are what marketers call micro-moments, and in this guide, you’ll learn what they are, why you should care about them, and how you can use them to maximize the effect of your next marketing campaign.

What is a Micro-Moment?

These micro-moments happen as users turn to their mobile devices when they need to do, watch, learn, or buy something. They’re rich with intent; it’s when preferences are shaped and decisions are made. In a micro-moment, a consumer’s expectations are at their highest. We expect brands to give us information right away, which makes micro-moments a real game-changer for marketers.

Why Are They So Important?

Most brands have their marketing strategies mapped out in a sales funnel with separate content for the decision, consideration, and awareness stages, but things aren’t always so linear. As people become more dependent on their smartphones, the buyer journey has been segmented into hundreds of micro-moments, and each one presents a crucial opportunity to shape buyers’ preferences and decisions. If your brand does a great job of addressing buyers’ needs in the moment, you’ll gain an edge over your competitors.

How Micro-Moments Can Boost Your Marketing Efforts

Most of today’s consumers aren’t brand-focused. It’s been estimated that 90% of mobile device users aren’t sure of which brand they want to purchase when they begin their online research. That means you get a chance to ‘steal’ your competitors’ customers; 33% of users have bought from a brand or company other than the one they planned to because of information given exactly when they needed it.

Your online presence can help you achieve your goals for brand awareness. Over half of mobile users have found out about new products and companies when doing online searches. In the end, having a strong mobile presence puts you in a position not just to be seen, but to be chosen. By being there when customers are looking for information, your brand gets the chance to fulfill their need and move them further in the customer journey.

Micro-Moments: They’re the Wave of the Future

Most of us don’t have long sit-downs at our desktops when we’re shopping online. Instead, we use our phones to do the research and make decisions while we’re around the water cooler with colleagues, or when we’re picking up that morning cup of coffee. Although mobile is a force for change, the implications go much further, affecting the customer journey across channels, screens, and devices.

shopping mall christmas

For instance, retail store foot traffic has decreased, but customers spend more when they finally walk in — because they’ve finished their research and made a decision already. The same applies to those visiting websites on their desktops and laptops. They’re spending less time on each visit, but conversion rates are rising. Micro-moments are the signposts that lead buyers to your website or brick-and-mortar store.

How to Win Micro-Moments

Although the concept seems relatively new, it goes back to basic marketing: understanding customers and fulfilling their needs. Below, you’ll find a few ways to do it.

  • Point out your customers’ “I want” moments. Talk to them or take part in industry focus groups to learn how, where, and when your buyers are doing their research and making decisions.
  • Be there when customers need you. Once you’ve figured out when and where your customers are looking for information, build a cross-channel strategy.
  • Deliver the right content. Just being there isn’t enough. You’ll have to look at the way people are searching—what they’re asking and which search terms they’re using—and offer them helpful, relevant content.
  • Simplify the purchase process. The research and purchasing processes should be as seamless as possible. Give your customers multiple purchasing methods with complete instructions and minimal steps.
  • Measure important moments. Plan every interaction with your customers and analyze how channels work together in support of the buyer journey.

Act Fast, Act Now

Thankfully, although the micro-moment concept was first introduced in 2015, many brands are still using the linear sales funnel strategy. That means there are still tons of opportunities for brands like yours to leverage the power of micro-moments. When you do, your brand will show up whenever (and wherever) your customers are looking.

Filed Under: Online-Marketing, Web Tagged With: marketing strategy, Micro Moment, Online-Marketing, Smartphone

22. October 2018 by Janina Winkler

Online Marketing BuzzWords: Omni-Channel

Imagine having a concise brand that reaches out to your customers no matter where they are and encourages them to learn more about you or to make a purchase. Imagine having the ability to reach out online and through a storefront, the ability to get customers interested in your brand, and the ability to encourage repeat purchases. Omni-Channel retailing enables all of this and can help your brand grow.

What is Omni-Channel?

Omni-channel means using multiple channels to reach out to potential customers and to encourage repeated  purchases. It’s an integrated approach to marketing that reaches everywhere to interact with customers. Branding must be consistent across all channels to present a unified approach and to allow the business to be everywhere their customers might be.

Omni-channel retailing combines social media, e-commerce, storefronts, and anything else the customers might expect to see your business in. It allows you to inspire customers to reach out to you, to purchase products no matter where they are or what they’re doing and enables brand recognition by keeping the branding the same everywhere customers might see you.

Example of an Omni-Channel Approach

Omni-channel retailing is not something that’s done all at once. Instead, it’s done in stages to reach out to the customer consistently and get more interaction with the company. An example of how this might work includes the following steps:

  • The customer makes a purchase online through a major reseller like Amazon. They receive their product with a letter thanking them for their purchase and encouraging them to visit the company’s website.
  • The customer visits the company’s website where they’re able to see all of the products sold by the company, sign up for the company loyalty program for special savings, and be connected to the company’s social media websites.
  • The customer adds the company on social media, receiving special discounts and an invitation to check out direct to store shipping. This makes it easier for them to try out the store shipping on the company’s website.
  • The customer purchases a product and has it shipped to the store, where they’ll pick it up. While there, they receive a coupon for a future purchase and have the chance to see more products in person.
  • The customer uses the coupon and receives a follow-up email. This encourages them to shop online, visit the store in person, or to check out a special event.

The process continues, with the customer receiving more information about the company, more reasons to connect with the company and to continue to purchase products from the company. They’re receiving information both in person and online across multiple channels, boosting brand recognition and supporting loyalty.

 

How Can This be Used in an Online Strategy?

Using omni-channel retailing enables you to reach out to customers online and in person. Though your storefront will be a part of your marketing strategy, a lot of the work will be done online. You’ll need to make sure your branding is consistent throughout all channels. You’ll also want to make sure all channels are connected as well so it’s easier for your customers to move between them and find all of the information they’re looking for.

To work properly, there should be the potential to purchase products through multiple channels, not just connect with your company. For instance, they might be able to purchase your products in your store, on Amazon, and via your website. They may be able to have products shipped to their home or schedule a time to pick up the product in your store if that’s more convenient for them. Connecting everything to encourage them to be loyal to your brand is what makes omni-channel retailing so successful.

Potential Drawbacks

Omni-channel retailing does need to be done carefully to work well. If the branding isn’t consistent, it could be confusing for potential customers and could make brand awareness more difficult. Additionally, if customers have trouble getting from one channel to another or aren’t contacted with more information about how to connect with the company, it could discourage them from future purchases. Consistency is the key with omni-channel retailing and helps ensure it works properly to promote your brand.

Brand recognition and encouraging loyalty are crucial today. Omni-channel retailing is the chance to connect all channels your company uses, online and offline, to promote your brand, bring in new customers, and encourage customers to continue shopping with your company for what they need. Learn more about this type of marketing today to find out if it’s the best option for your company.

Filed Under: E-Commerce, Newsletter Marketing, Online-Marketing, Social Media, Web Tagged With: Marketing Buzz Words, marketing strategy, Multi-Channel Marketing, Omni-Channel Marketing, Online-Marketing

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