Our love affair with smart devices has turned the traditional marketing world upside-down. The radical shift in the marketing landscape has transformed the way consumers read, view and buy just about everything. Brands must capture an interested audience within seconds. Google calls this approach “micro-moments.”
Let’s go back to the traditional ways we used to create a consumer message. Historically, marketing messages were detailed with pain points, explanations, a reason to buy, and a call to action. Now when you think about how we use our smartphones, it’s easy to see why there’s a disconnect. We are on our smartphones hundreds of times per day. We’re checking email, chatting with friends, and being “social” on various platforms. But these seemingly frivolous moments also are important times because they are the “I want” and “I need” times.
• I want to-do
• I need-to-know
• I want-to-buy
Each of these “I want” times involves billions of searches, interactions read more »