Living in the Micro-Moment

girl-925470_1280Micro-Moment- We’ve been hearing this buzz word from Think with Google for a few years now. Is your marketing campaign designed for the Micro-Moment?

Is this you when you think of your ad campaign? “My campaign gets a lot of clicks, but not enough conversions. My bounce rate is higher than ever and my cost per lead is too high.”

So why are you losing the customer at the click?

Let’s talk about what a Micro-Moment means and why it’s important. Consumers are spending more time on their phones than ever before and consuming more content than they really can process. They are checking their phones often throughout their day and in between tasks, but getting their information in short bursts, all while seeing even more content and ads for other products along the way.  But they are still making buying decisions from their phone, just quickly, with fewer details needed. This means that they are spending less time with your brand and site and want the critical information quickly.

Micro-Moment Marketing means that your message needs to get in front of your customer during the right micro moments that makes your product relevant to them.

Here are some tips to market for the Micro-Moment.

  • Have your ad campaign include a mix of digital media to get in front of as many relevant micro moments as possible. Include search, targeted display, retargeting, social media, and video.
  • Make sure to reach across all devices and digital channels to cover search, social, sites, apps, and connected TV. Also explore running different messages at various relevant times and places.
  • Make your ad creative simple with a clear, enticing offer at the forefront of the message and make your product stand out above all others. If you’re running video, have your main message be within the first 5 seconds.
  • Develop a landing page where the customer clearly sees the offer you are promoting in your ad rather than sending the user to your homepage. Users are not likely to explore beyond one page to buy your product.
  • Don’t send your customers to catalog or inventory pages when clicking on the ad for the same reasons above. Instead, the landing page can have a button linking back to your catalog if they want to explore more. The exception to this is if your products are low-cost impulse buys, a landing page with 8-10 different items to buy quickly should be fine.
  • Make the conversion easy for the customer where they can buy right from the landing page easily. Incorporate Venmo, Apple Pay, Google Pay, and Paypal into your e-commerce site.
  • If your campaign goal is based on a larger purchase decision or a service that’s not going to be decided in one click, adjust your goals to lead generation where ads can go to a landing page that has a simple form submission.
  • A lead generation form should include just 2-3 fields. Name, email and optional phone number will work, then continue the conversation over email marketing and retargeting.

Make sure you clearly express your goals and success indicators with your digital marketer and understand ad expectations. In order to get conversions in this Micro-Moment market, you will need a compelling offer, simple but well-designed creative, and easy transaction steps. For larger purchases, you’ll need to identify your customer through lead generation and then continue the conversation with ongoing messaging.

Micro-Moment Marketing is all about making an easy user experience to drive conversion without taking up too much of your customer’s time, while at the same time getting in front of the customer when it’s relevant to them.

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Debunking Digital Myths: Part 1

I recently shared a great article by Street Fight on how there are a lot of myths surrounding location data technology: Four Targeting Myths That Devalue the Real Power of Location Data by Jake Moskowitz published by Street Fight.

Some of the myths that he mentioned I’ve also heard from my clients- like the one where you can geofence a restaurant drive thru without geofencing the restaurant- can’t be done.

It got me thinking about the other myths I’ve heard about digital advertising that need to be debunked.

Myth #1:  I can target high income left handed golfers who own a dog and live in this zip code.

Reality: This myth is all about piling on too many layers of targeting and the misconception that the internet knows everything about everyone. I have clients that want to get very specific with their targeting and I am often explaining that less is more when it comes to targeting.

Yes, the internet keeps a ton of data about demographics and behaviors, but over targeting an ad campaign is never a good idea. The more layers of targeting you add, the smaller your audience pool, making it difficult for your campaign to scale and you end up missing out on potential customers. Like all advertising, online campaigns need reach and frequency, so you need a fairly large pool to be able to optimize for campaign success. Plus, layering on targeting increases your rate, so it’s better to cast a wider net at a lower CPM.

I realize the appeal of targeting is to drill down to exactly your likely potential customer and minimize waste, but the internet actually doesn’t know everything about everyone all the time. Targeting segments are mainly based on a user’s recent internet patterns. While you can find dog owners, left handers, and golfers, trying to find people who are all of these is quite difficult, especially when you are also targeting geography and layering demographics, which make the pool of potential audience even smaller. This is a silly and extreme example. The point is, the campaign needs to find enough people to scale.

The best thing to do is choose which behavior is most important to your business and go with that. And if you need to do two behaviors, make it an OR statement, which will target all golfers as well as all dog owners.  Just because the internet recognizes that the user is a golfer, doesn’t mean they don’t have a dog. It just means the internet doesn’t know it right now because their current online patterns haven’t shown it. Adding household income requirements just adds another layer of targeting. You can assume a user’s income based on your target zip code and their expensive hobbies.

Myth #2 Your AI devices are listening to you.

Reality: It’s true!! Well, not really in the way we think. The answer is yes and no. myth buster blog photo

This is one that sometimes even I want to believe.  Just the other day, I saw an ad for Whole Foods minutes after I was talking to a friend about it.  I made a joke that “they” were listening in on our phone conversation.

Here’s the truth about when your device is listening.  Your AI devices in your home and your phone are always listening for you to say the trigger phrase that activates the device to respond to your command. This would be “Hey Siri”, “Okay Google”, or “Alexa”.   Once activated, the device is listening and processes your command within the device.  Occasionally your command is saved and stored by the device companies on a cloud. They use these recordings to track command patterns and improve the devices’ capabilities (ABC News, 2019). Amazon is very open about this and Google has also explained how their triggers work.

However, your phone and home appliance are not listening to normal chit chat or phone conversations.  There has been speculation that the Facebook app has thousands of secret trigger words that it uses to collect data, but it’s not true and researchers have disproved it. It’s also not realistic as it would be too much data and too expensive. (Android Authority, 2018)

Facebook is not listening to your conversation at the bar and Amazon is not serving you an ad because you said a product name out loud.

So what is going on here? It’s all psychological.

We are served hundreds of ads a day. Some relevant, some not. Advertisers are taking a gamble that throughout their campaign their ad will become relevant to you at some point during their flight. They are already targeting you based on demo and behaviors, so chances are at some point the ad will be relevant to you.

When we are served ads that we don’t need at that moment, we don’t notice it and forget we saw it. But most likely,  you’ve been served the ad before and maybe a few times. But it left your consciousness shortly after because it wasn’t top of mind. But now that you’ve talked about it, you are paying attention and what was irrelevant and invisible to you before is now very relevant getting your attention.

After I saw the Whole Foods ad, I wanted to believe they were listening. But after I took a step back from that conspiracy theory, I realized it was in my head. I am an Amazon Prime member who reads articles about healthy eating, who lives less than a mile from a Whole Foods. I probably was served the ad a few times before.  It was my brain that suddenly saw it there. And this is how digital advertising works so well.

 

Come back for Part 2 for myths related to your ad campaign success: Myth #3: Banner ads don’t work. I’ll never see an ROI; Myth #4: Digital ads are only for large companies. 

 

Sources

Triggs, Robert. (2018). No, your phone is not always listening to you. Android Authority,  (https://www.androidauthority.com/your-phone-is-not-listening-to-you-884028/)

Alexa is always listening- And so are Amazon Workers. (2019). ABC News, (https://wtop.com/tech/2019/04/alexa-is-always-listening-and-so-are-amazon-workers/)

Art: SOMFL. (2018) Instagram, (https://www.instagram.com/p/Bea2AnLhrVd/)

Map Your Marketing

So you ran a digital campaign and in return you are given a confusing report showing the delivery results- typically impressions, clicks, and CTR. Now what do you do with it? What does the report mean about your campaign success and how can you learn from it to improve your marketing strategy? Where did all of the impressions and clicks come from and what story do they tell?

3D mapping tool with heat map shows impression delivery and click distribution

At Enradius, we are taking a deeper dive into reporting data in order to learn about how your audience responded to your campaign, where there was success, and what you can learn about your campaign performance.

What we can track from campaigns has improved, and in addition to seeing impressions and clicks, we can now see where the data served geographically and by audience demographics. We’re using 3D and heat mapping technology to visualize campaign results and easily show comparisons, along with tables and graphs of campaign demographics to tell the campaign story and adjust your marketing strategy going forward.

Visualization of demographic data.

Map shows OTT video views across the region

 

 

 

 

 

 

 

written by Pamela Fasolo, Senior Digital Sales Strategist. For help with your digital media strategy and management, contact pamela@enradius.com.

More Engagement, More Conversions

Did you know that your potential customer will put their trust in complete strangers’ opinions when deciding to buy your product or service? While your advertising will make customers aware of your business, social media recommendations and online reviews are often the deciding factor in whether or not your customer will convert. This is because today’s savvy consumer doesn’t always want to be advertised to, they want to be engaged. They want to have meaningful conversations with and about your brand to get as much information as possible before making a buying decision. We all know word of mouth is effective, but in today’s world of Yelp and YouTube, consumers are sharing and searching for product information with a lot more people than just immediate friends and family.

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Many small companies avoid social media because they are afraid to see what people will say about them. They fear that a bad review and negative feedback from customers will ruin their business. They think that turning off reviews means they can stop any negativity. The fact is, whether you use social media for your business or not, your customers are still talking about you online. Users are motivated to create content about brands and post it on their own channels.

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Social media users are forming online social circles made up of people with common interests, and they trust the other people in these peer groups regardless of whether or not they’ve actually met. Users in these peer groups are asking about and volunteering information about products, and their peers are more than willing to pay attention. Members of the groups can use the platform to ask or share about everything from where to get their car fixed, to what to feed their dog, to obtaining a local real estate agent. Many of these posts will get hundreds of comments with recommendations. If a typical Facebook user has had an experience they want to share, not only will their post on their personal page to reach their 200-500 friends, but they will also post on these peer group pages reaching thousands of members.

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So how can you fit social media and user engagement into your marketing strategy for 2018? Consumers want a relationship with the companies they frequent. Think of your brand as a person on social media rather than a business, and engage with your followers. In your Facebook posts, talk to your customers. Show them what goes on behind the scenes that they wouldn’t normally see. Ask them what they thought of your event, sale, or new product, and respond. Make them feel like your business is a part of their community, not just a company.  You can’t stop people from talking about you in their social circles, so become a part of one in your community.

– written by Pamela Fasolo. For help with a social media strategy and management, contact pamela@enradius.com.