ATTENTION SUMMIT APRIL 2016

MOMENT MARKETING

TODAY’S SESSIONWhat is moment marketing?

Moment marketing in action

Your moment in the spotlight

Questions

Summary@digiKherrin

WHAT IS MOMENT MARKETING?

The use of data and tech to identify brief opportunities to put the right message in front of the right consumer

WHAT IS MOMENT MARKETING?MOMENT MARKETING IS THE #1 TREND OF 2016*

- Ability to participate in macro-moments

- Ability to spot micro-moments

- Ability to target micro-moments

- Ability to connect to purchase

- Growing influence of behavioural economics *Deloitte Digital and WARC, Digital Toolkit 2016

• Real time marketing

• Dual screening

• But remember if you participate, it must have relevance to your business

PARTICIPATING IN MACRO-MOMENTSJUMPING ON CULTURAL MOMENTS

of smartphone users say they check their phone within 15 minutes of waking up in the morning.

Google Consumer Surveys, Aug-2015

THE RISE OF THE MOBILE PHONETHE TOOL TO FIND, OR DO, ALMOST ANYTHING

68%

The average UK consumer looks at their smartphone 214 times a day,

making it critical to make moment marketing as instantaneous as possible.

TVTY, Dec-2015

Mobile sessions average a mere 70 seconds long, and occur dozens and dozens of times a day. It’s like we’re speed dating with our phones.

Flurry Analytics, Comscore Q4 2014.

• Micro-moments are moments when we turn to a device to take action on whatever we need or want in that moment

• Data is key

• Some organisations have gone so far as restructuring marketing teams to capitalise on these moments

• Pernod Ricard – consumption moments rather than individual brand teams

SPOTTING MICRO-MOMENTSWHAT IS THE PATH-TO-PURCHASE?

TARGETING MICRO-MOMENTS

• Programmatic buying – data analysis with media buying

• Google Enhanced Campaigns

• Choice of medium can be important as well as choice of message

CONNECTING TO PURCHASE

• Removing barriers between a consumption moment and a purchase opportunity

• Buy It button on Pinterest

• Purchases on Google mobile

search feature

BUY BUTTONS

When we taste a wine, we aren’t simply tasting the wine. This is because what we experience is not what we sense. Rather, experience

is what happens when our senses are interpreted by our subjective brain, which brings to the moment its entire library of personal

memories and idiosyncratic desires.

Wine actually tastes different depending on the conditions in which it is drunk, with light and sound impacting on how fresh, fruity, bitter or

acidic the drink is perceived.

BEHAVIOURAL ECONOMICSCONTEXT AFFECTS PURCHASE BEHAVIOUR (AND ENJOYMENT)

FOUR KEY INTENTION MOMENTSGOOGLE

‘I WANT TO KNOW’

MOMENTS

‘I WANT TO DO’

MOMENTS

‘I WANT TO GO’

MOMENTS

‘I WANT TO BUY’

MOMENTS

66% of

smartphone users turn to their

smartphones to learn more about

something they saw in a TV ad. 1

Searches related to ‘how to’ on You Tube are growing

70% year-on-

year. 3

‘Near me’ searches

have grown 2X in

the past year. 2

82% of

smartphone users consult their

phone while in a store. 4

3. Google Data, US, Q1 2015 vs. 20144. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015

1. Google Consumer Surveys, US May 20152. Google Trends, US March 2015

ZERO MOMENT OF TRUTHGOOGLE

Google, 2011

Attention is fleeting, we often forget ads as quickly as we see them, mainly because they feel generic and impersonal.

Creating memorable ads requires addressing the moment that’s happening and offer something relevant in return.

MAKING MOMENTS MEMORABLEPERSONALISATION

IPG Media Lab found that moments elevated excitement by +40%.

When a person is excited, their emotions become more powerful and can affect their decision making abilities. Excited people are more likely to make a decision –any decision.

If you reach out during these moments, users are more receptive to brand messaging.

In a state of excitement, people think and behave very differently. Emotional stats trump rational thinking; it’s easier to sell to consumers when they are excited.

Paloma Vasquez, The Psychology of Social Shopping.

MOMENTS HEIGHTEN DECISION MAKINGMOMENTS TAKE PLACE WHEN PEOPLE ARE MOST ENGAGED

THE POWER OF ACHIEVEMENT MOMENTS

Achievement moments occur when people accomplish something notable.

These are the moments when you feel excitement. You’re proud of your achievement.

During these moments the dopamine in your brain actually doubles, meaning you are significantly more excited during a win.

But don’t let ads crash the party!

KIIP

MOMENT MARKETING IN ACTION

DATA + TECH + PERSONALISATION

DATA + TECH + INTERACTIVITY

LIVING IN THE MOMENT

RELIVING FAVOURITE MOMENTS

IN THE MOMENT SEARCH RESULTS

YOUR MOMENT IN THE SPOTLIGHT

Look at your business through the lens of your customer

• What does having a smartphone allow your customer to do that they

previously couldn’t?

Make a moment map

• Identify a set of moments you want to win or can’t afford to lose

• Examine all phases of the customer journey to map moments when people

want to find inspiration, learn, make a quick purchase…

• Understand their needs in the moment

DEFINE THE MOMENTCUSTOMER JOURNEY PLANNING

OWN THE MOMENT

• What would make things easier or faster in the moment?

• What content or features would be most helpful for this moment?

• Leverage contextual signals to deliver experiences / messages which feel

tailor-made for the moment

SERVICE THE MOMENT

Right time marketing. If delivered at the optimal moment, it can feel like real time.

Up weight media presence online when:

• certain programmes air on TV

• you (or competitor brands) advertise on TV

• there are changes in weather conditions

• there are suitable live events

• financial markets change

OPTIMISE THE MOMENTTVTY

QUESTIONS?

• Be there – be visible across all stages of the purchase journey

• Be useful – offer practical information and frame it in a way which clearly

answers the question

• Be quick – communicate concisely

SUMMARYIT’S THE MOMENTS WHICH MATTER

EXPLORE. CAPTIVATE.CREATE.

© Adido 2016

01202 586 300

HELLO@ADI.DO

WWW.ADI.DO

DEAN PARK HOUSE | 8-10 DEAN PARK CRESCENT | BOURNEMOUTH | BH1 1HL