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How to Design a Moment Marketing Campaign?
Introduction
Some years ago, the concept of "moment marketing," or real-time marketing, swept the marketing industry by storm. In order to bridge the gap between traditional and digital audiences, businesses must be proactive and find ways to incorporate their wares into cutting-edge cultural phenomena. Getting your message across successfully depends on delivering it at the optimal moment to the intended receivers. And that is why it is often referred to as the Right Time Marketing.
Let’s look at some of the guidelines to start providing the clients an exceptional service that will not only result in sales, but also encourage repeat business and positive word of- mouth.
Find out who will be there to see this − Understanding the target audience is a vital part of any advertising plan. When you know who you're talking to, you can tailor your message and your interactions with them accordingly.
Figure out the mood you want to create − To choose the ideal point of contact, you should review your audience analysis in light of the Heath brothers' characteristics of successful moments. For the typical "mailer," a logistics firm like FedEx may offer a moment of enlightenment, while Oracle might create an aha! the moment for the marketing departments of its customers.
Think through the actions that will bring this to life − Determine who inside your organisation is responsible for overseeing the preparation of each component of the moment you've envisioned. Find out what has to be done at the moment. Who is most qualified, experienced, and able to carry out the tasks you have for them? To what extent does your staff require further training in order to provide perfect results?
Find out how you did and make changes for the future − We can't stress enough that marketing isn't something you do once and then forget about. In what ways will you know that this moment was a success? Do you want this to be the chance to boost your company's image? Another option would be to increase membership in a loyalty programme. Maintain a steady regimen of evaluation and tweaking in order to maximise your effectiveness.
Steps to Design Moment Marketing Campaign
Marketers need to rethink their strategies, moving away from isolated engagements that function independently of one another and toward engagements that give a fluid experience for the customer, if they want to engage them on the correct channels with aligned marketing that resonates with them. It takes a number of essential pieces for marketers to do this.
Use All Communication Sources (Omnichannel Marketing)
As customers' expectations of marketing rise, they anticipate that their interactions with messages across channels will shape subsequent communications with the brand. Marketers need to embrace an omnichannel strategy that gives them a holistic picture of their whole media mix in order to create the seamless experiences their customers want. Eighty-two percent of smartphone owners, for instance, use their gadgets to assist them decide what to buy when out shopping. Through the use of tools like beacons and geolocation information, an omnichannel strategy may take this into consideration.
Using the information provided by these beacons, businesses may target potential customers with in-store promotions and other information sent directly to their mobile devices while they are in close proximity to their stores. These interactions are guided by consumers' immediate wants and demands. Using omnichannel interactions to capitalise on moment marketing allows marketing departments to have an immediate impact on business decisions.
Implement Journey Mapping Software for Customers
Marketers need to know where their customers are in the customer journey so that they can send them communications that are relevant to them at the exact moment they become interested. Marketers will be able to be better prepared with the appropriate messaging to employ when they observe consumers using a certain channel. Accurate and comprehensive customer path mapping is the end consequence of using high-quality attribution data. Those in charge of marketing must be aware of every point of contact a potential customer had with the company, as well as the significance of that point of contact in the prospect's journey through the sales funnel.
More than anything else, it is crucial that all of this credit information be brought under one roof. When analysing customer interactions, marketing teams can't tell how many people used mobile vs desktop devices. Instead, consumers need a unified view of each "moment" across all of these gadgets. It's been shown that 40% of mobile users who conduct product research end up completing the purchase on a desktop computer. Marketing teams risk losing out on crucial points in the buyer experience if they attribute all of the conversion to desktop interaction.
Implement Targeted Messages
The need for consumers to feel that their interactions matter boils down to a need for unique, tailored information. In addition to hitting them at the correct time, you must also send the right signals. Because of this, it's crucial for businesses to have a system in place that allows them to rapidly modify content to incorporate a customer's first name, values-aligned message, and potentially-interesting items or services.
Marketing Automation: Putting it All Together
Given the rapid turnover of these marketing windows, businesses that rely on methods other than automated marketing will miss out on right-place, right-time opportunities. With this in mind, it is essential for businesses to adopt a cutting-edge marketing analytics platform that can track the customer's path, anticipate the channel they'll use for their next point of contact, and ensure that they're ready with the most effective message possible.
After then, it will be the responsibility of the marketing team to "feed the machine," or continually update its content and creative message. Micro-moments present a window of opportunity for marketers, and with the correct tools and a well-planned customer journey, they can be exploited by delivering relevant messages across the most effective channels.
One of the most effective methods of connecting with today's consumers is to meet them where they are instead of trying to change them. Marketers need the capacity to proactively reach out to customers with the goods and services they require at precisely the right time.
Conclusion
In order to create a moment marketing strategy, businesses need use customer journey mapping tools and marketing automation technologies to ignite interactions with customers in real time and across channels.
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