From “mobile-first” to a “user-first” approach
Media consumption habits provide key signals that can help brands create a more focused, relevant and memorable experience for users and at the same time create 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; everything from completing their education to entertainment and work-related tasks all as they go from one screen to the next.
But how does that user interaction provide insight that can be actionable by marketers? This technology-driven ecosystem can be mapped out and studied, to help 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
A user named Jim’s journey throughout the day will show how this theory works. Jim spends his day in a museum walking around when hunger strikes at lunch time. He performs a search on his smartphone for a place to eat and he immediately receives 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 where Jim is – a museum; what he wants to do – eat; what screen he had his interaction on – a mobile phone. These “signals” paint a picture that helps brands meet a consumer’s expectations – which is the ultimate goal.
Now marketers have the ideal situation to engage and persuade users with the right content at the right moment.
In this case, a specific food brand sent Jim a coupon at the exact time he was looking for a place to eat, but that same theory could work for any user.
Think “user-first”. The “mobile-first” idea is just one piece of the puzzle, not the entire thing. In other words, it does not satisfy all the variables of a fully relevant experience and delivery.
Another situation: a user named Diane is at work and is interested in shoes. She performed a simple Google search, and during her drive home she checked her Facebook via their app. Instantly, a sponsored article about the top shoe trends appear on her feed. Once again a user got what they were looking for when they were looking for it. An interaction that started on a computer screen ended with a transaction on a smartphone.
As a result, brands can build equity, create loyalty and, ultimately, help consumers’ lives. All this is possible by interpreting, facilitating and enriching their Life On Screens™.