Adobe Digital Dialogue

Micro moments marketing and its relevance in India

It’s official – humans have a shorter attention span than the goldfish. Eight seconds compared to 9 seconds for a goldfish. Humans used to have an attention span of 12 seconds, but then the mobile revolution hit. For marketers, this means factoring in ‘content shock’ when it comes to planning and executing campaigns.

India has been blessed with a thriving startup eco-system that has improved our standard of life, quality of service and accessible price points when it comes to retail. This has also resulted in notification spam that is akin to virtual noise pollution.

The original purpose of notification – be it an email, SMS, or push – which was logically based on importance at the beginning, has diminished for the end user. Notification has now become the number one reason to unsubscribe.

Marketers need to tread carefully and treat their empowered customer with respect or risk being banished.

Micro moments marketing steps up

The first step in the right direction of treating customers with respect in the virtual world is to realise that your fancy campaigns, or even brand, aren’t actually within the realm of your average consumer’s real life world.

It also means it is time to think about an interruption quotient to your outbound campaigns. Remember, the social media notification is just millimeters away from email, SMS, and push notifications.

There has been enough research and studies about how to effectively capitalise on micro moments with paid marketing. Let’s discuss a little bit about owned earned marketing and it’s relevance in micro moments.

To succeed in micro moments marketing, there are three key essential ingredients:

1. Get the intent right = Get to know your customers better

Until and unless you understand the customer by connecting the dots – channels and device of interaction – you will not succeed in this technique. I often come across a common use case such as cart abandonment retargeting from retailers and my first question is, what is the qualifying out criteria? It’s important to think about this, as just abandoning the cart never ever gives you the full picture. That is when in-depth measurement and tracking becomes really important so you can assess the intent correctly and opt them in or out.

Solutions such as Adobe Analytics are focused on such in-depth understanding of customer intelligence so that you can ask more intelligent questions rather than focusing on vanity metrics such as users, screen views and MAU.

2. Co-ordination is key

As discussed above the channel is as important as the message and the timing. One size fits all co-ordination of messaging wouldn’t work as a great strategy. There are two other crucial inputs to consider for co-ordination:

1. User reactivity and response to channels are continuously monitored and evaluated
2. Fatigue factor – how many times we have used this channel to touch the same customer and what’s the reaction quotient?

3. Pitfalls to avoid and essential capabilities needed

The biggest pitfalls to avoid are the decisions that are not based on cross channel data. Generally, the technology is so fragmented that we make independent segments across our marketing stack and there is no common ground to share them. Forget real time, even basic cross channel interaction information is not used for deciding outbound communication segments.

This is when an integrated platform such as Adobe Marketing Cloud starts to show its value in realising potential. Imagine centrally powered customer intelligence powering your communication platform in real-time with varying preferences and innumerable profile information, which also listens in real-time and continues to optimise in real-time based on real customer interaction.

These are the essential capabilities that you should be looking for when you decide to capitalise on micro moments with marketing.

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