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SMU 105 - Session 5: Developing an Understanding of Mobile Marketing

image with statistics about the convenience of online searches via mobile

Mobile devices have overtaken laptops and desktops in accessing information and entertainment on the Internet. When we say ‘mobile devices’, we’re including tablets, Kindles, smart watches and similar devices – as well as mobile phones.

You might assume that mobile devices and laptops/desktops are interchangeable in terms of delivering brand messages and content. Far from it. Mobile devices are different. Very different. Fundamentally different. In order to deliver our brand messages and content via mobile in the most effective manner, we need to understand that the fundamental differences are.

This session covers quite a bit of ground in one go. We have broken up the main concepts for ease of studying. This session is arranged in a way that one main concept leads into the next. You will build your overall knowledge step by step.

Take your time and truly build your knowledge of each concept before moving on to the next. In other words, pace yourself.

Purpose/Aim of this session

In this session you will deepen your understanding of the customer journey within the context of mobile marketing. As we explore some of the main concepts within mobile marketing, you will be prompted to think about how you will create a strategy for delivering targeted, engaging and audience-focused brand messaging content through a mix of online communication channels...when and where your audience needs it.

This study session aims to develop awareness of a wide range of customer behaviours when it comes to mobile, both general and specialist types. Learners will develop their understanding of how to use mobile effectively and the benefits and risks associated with that use. you will also be prompted to think about the kinds of content you can produce for mobile-centric audiences.

Learning Aims for this session:

  • You will explore the reasons why and how people use mobiles when it comes to making online purchases.
  • You will critically evaluate how mobile influences the customer journey.
  • You will assess identifying potential mobile marketing opportunities and associated risks.
  • You will identify and develop appropriate mobile marketing opportunities and strategies.
  • You will apply relevant marketing theories and concepts in diverse online contexts, to the mobile marketing platform.

Learning Outcomes for this session:

At the end of this session, you will be able to:

  • Demonstrate a professional understanding of how to use mobile as part of your marketing mix
  • Outline and discuss effective strategic approaches to developing compelling mobile brand moments
  • Understand the relationship between content marketing and mobile - and how content can be produced for every stage of the customer decision journey
  • Outline and discuss the context for providing the right content at each stage of the journey at the right time from the a customer's viewpoint

How this Session Works:

  1. Work your way through the items on the"Zero Moment of Truth" section that accompanies this session. This will prepare you for the remaining sections of this study unit.
  2. Work your way through the items in the "Micro Moments" section that accompanies this session, applying what you have learned from the Zero Moment of Truth section. This section focuses you critical thinking to a specific aspect of mobile marketing.
  3. Work your way through the items in the "I Want to Know" section that accompanies this session. This section focuses you to critically think about a specific aspect of mobile marketing - and prepares you for the template activity.
  4. Work your way through the items in the "I Want to Go" section that accompanies this session. This section focuses you to critically think about a specific aspect of mobile marketing - and prepares you for the template activity.
  5. Work your way through all of the items in the "I Want to Do" section. You will apply critical thinking to this specific aspect of mobile marketing.
  6. Work your way through all of the items in the "I Want to Buy" section. You will apply critical thinking to this specific aspect of mobile marketing.
  7. Work your way through the "Lecture" section.  The Lecture will provide the final context you need before starting the template activity.
  8. Work your way through the template in the "Template" section.  The template will support you as you take the first steps in developing your own content strategy for mobile.

SMU 105 Session 5 Study Activities

  • Zero Moment of Truth
  • I want to know
  • Micro-Moments
  • I want to go
  • I want to do
  • I want to buy
  • Lecture
  • Template

Mobile is being hailed as the new holy grail of marketing. You don’t need us to tell you. This meme is so readily available in countless marketing infographics, articles and blog posts. Mobile marketing is likened to king and saviour of marketing, branding and advertising. You should have the cut of our jib by now. You know we’re going to say this is both true…and false.

It never ceases to amaze us here at SMU the length and breadth of marketers who hold fast to the old marketing paradigm as they hold fast to the inbound marketing 'push' dynamic we've covered previously without pausing for breath. It's all push and no pull. They carry this practice into the realm of mobile marketing. The result? A slew of unwanted 'buy this' messaging without any thought to real engagement, usefulness or an audience’s need. The push-back was inevitable. The rise of ad-blocking downloadable mobile telephone apps is no coincidence. Millions around the glob have downloaded these ad-blocking apps on their smartphones.

One of the main goals at SMU is teaching responsible marketing. This is marketing that is genuinely focused on an audience’s needs. It is relevant, truly engaging, memorable (for the right reasons) and something of a refined practice and process. It’s about not blindly shooting blanks in a scatter-gun fashion. It’s about crafting the right message that appears at the right time, in the right manner, in the right context to suit an audience’s needs or pain points.

Mobile is both similar to and different from other channels used for brand messaging. It's no coincidence that using the best practice rules of mobile marketing influences best practice in social media marketing and content marketing. Which is why we’re introducing you to the basic concepts of mobile marketing in this session. The goal is to instil transferrable knowledge around best practice mobile marketing for you to adapt and adapt into your other brand messaging activity.

When it comes to best practice in the field, it makes sense to begin with one of the leaders in the field: Google. Considering how many mobile searches occur using Google, and the mind-staggeringly huge amount of data Google has accumulated through all of the mobile searches that occurs on its search engine and marketing platforms, to say its knowledge is credible and useful is an understatement.

In 2011, Google came up with the term Zero Moment of Truth (ZMOT). ZMOT describes the revolution way consumers search for information online - and make decisions about brands. Simply put, the ZMOT is the ‘ground zero’ moment when a customer makes the decision to answer a call to action.

To introduce this topic, let’s take a look at the video below:

The second part of Google's ZMOT video delves a bit more deeply into the subject, with some great scenarios.

When watching the next video, keep in mind the Customer Journey Map you created in the previous session. Actually, we strongly suggest that you have it to hand. We also encourage you to have a the latest copy of your Empathy Map, Brand Value Canvas and SWOT Analysis nearby.  you will want to refer to these, and ultimately amend them, throughout this session.

As the speakers in the video make their key points about where ZMOT falls in a customer's decision making process, think about all of the places in your customers' journeys where these ZMOT moments occur.

ZMOT Reading

Please reading the articles below, which will deepen your knowledge of the ZMOT concept. As you engage with the reading, apply what you learn to all of the key concepts we've covered to-date: consumer psychology, touchpoints, the customer journey, brand personas, short-form content & long-form content, the confined space, the slippery slope, etc. All of these have a role to play and/or are influences of Zero Moments of Truth.

  1. Google has reported that, increasingly, consumers are making decisions well before the actual moment of in-store or online purchase. In fact, 88% of consumers research before they buy, consulting an average of 10.4 sources. Consumer decision-making prior to the actual moment of in-store or online purchase - the so-called "Zero Moment of Truth" - has become increasingly relevant.

    Google partnered with Shopper Sciences to identify what's shaping consumer decisions on this path to purchase. Some key findings:
    • 88% of U.S. consumers now engage in the "zero moment of truth" prior to making their final decision
    • In 2011 consumers consulted an average of 10.4 new media or traditional sources before purchasing, 2x the sources consulted just the year before
    • ZMOT sources like search engines rank high in the degree of influence they have in the shopper's decision making

      Please read the Google & Shopper Sciences report which explores Zero Moment of Truth - and identifies what's shaping consumer decisions on the path to purchase.

      The Zero Moment of Truth Macro Study. 2011. Google / Shopper Services.
  2. The article below addresses the question: today'€™s always-connected, mobile-first world, how do brands win ZMOT? Google shares four tips for how to gain a competitive advantage.

    Please read: Lecinski, J. 2014. ZMOT: Why It Matters Now More Than Ever, Google.
  3. In the article below, you will discover strategies and tactics on how to show up at the right place, at the right time and with the right content.

    Please read: The ZMOT Handbook: Ways to Win Shoppers at the Moment of Truth, Google.

ZMOT Video Case Studies

Moms & ZMOT

 ZMOT and Cupcakes

ZMOT Case Studies

We've provided some excellent ZMOT case studies from Google. They cover a number of different industries and sectors. Again, as you read through them, apply what you learn to your brands own ZMOT opportunities.

  1. At the Zero Moment of Truth, speed is key. In this case study, we learn how Dermablend moved fast to build on the viral buzz around its video of tattooed "Zombie Boy." The video generated millions of views within several days, building strong awareness for the brand.

    Dermablend Builds Brand Awareness at ZMOT, Google:
  2. The internet has changed the way we go about getting credit cards. Google partnered with Shopper Sciences to reveal the Zero Moments of Truth for the credit card industry. What they found was that, even though finding a credit card requires research, 25% of shoppers decided which card to get within a matter of hours or less. Online search and information gathering from brand controlled websites were on par with mail received from credit card companies.

    The Zero Moment of Truth Finance Study – Credit Cards, Google / Shopper Sciences.
  3. When it comes to purchasing consumer electronics, people put a lot of time and thought into what they want to buy. For these shoppers, the time between deciding to buy something and actually making the purchase can be several months. This research study examines when users find out about these products, how they research them and more.

    The Zero Moment of Truth for Consumer Electronics Study, Google / Shopper Sciences.

This concludes our investigation of Zero Moments of Truth. Now that we have explored how mobile has influenced marketing at this macro customer decision level, it's time to look at micro level customer decision activities. These micro-level decisions are called Micro-Moments. To begin  our exploration of Micro-Moments, please go to the Micro Moments tab.

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image showing the concept of a I-want-to-know moment

Understanding the relevance and importance of micro-moments is important.  Like Google’s Director of Performance Marketing Matt Lawson said, in these moments we're  "open to having our preferences shaped, and open to help with decisions we need to make along a journey to accomplish something".

The brands that are there to help us in these moments are the ones who are going to win our hearts, minds, and ultimately our money.

There were three insights from Google’s ethnographic research that really stood out: the importance of designing for immediacy, relevancy, and loyalty to needs.

Let's take a look at these 3 things:

  1. Immediacy of Action:  Because smartphones allow us to act on any impulse at any time, we do. We reach for our devices any time we want to learn, find, do, or buy something. And as a result, our expectations for immediate gratification have risen to a new high.
  2. Demand for Relevancy:  When we grab our phones and act on our impulse, we have high expectations and our patience tends to be low. Since we don’t have much time to browse and research, we immediately abandon anything that’s not relevant to us and move on to something else.
  3. Loyalty to Personal Needs:  When you combine the heightened expectation for instant gratification and relevancy, people tend to be more loyal to their own personal needs and desires than they are to the brands they know and love.

The Customer Journey Has Changed.

Mobile has fractured the customer journey into hundreds of micro-moments along the path to a buying decision. When people are on their mobile devices, they’re subconsciously wondering, "Am I getting what I want right now? Am I getting it in a way that’s accessible and useful to me?"

The brands who are there to satisfy the wants and needs of consumers are the brands who will win those moments.

If you want to capitalize on these moments, you need to understand the larger context that your users operate within. The full customer experience doesn’t start when people land on your site or start using your tool. It starts when they’re sitting on their couch, riding on the train, walking down the street, and they have an idea.

I-Want-to-Know Moments

An I-want-to-know moment is when someone wants to know the answer to a question or find out a new piece of information that will help them make a decision. People make progress toward their big goals in small moments. Research shows that 90% of people who own smartphones have used them to make progress on a long-term goal or multi-step process while they were out and about. These "I-want-to-know" moments are often bite-sized pieces of research that are part of a much longer customer journey.

For example, when my wife and I first got married we were trying to decide which bank to use. There were so many options, and we wanted to know the difference between them all so we could make the best decision for our future. So we spent a month researching the details of credit cards, checking accounts, and savings accounts at a bunch of banks.

Let's look at an example:

Google interviewed a young woman named Erika who used stolen moments to make progress toward her dream of buying a home in the near future. One day she was sitting in the airport waiting for her flight and decided to do some research. So she pulled out her phone and searched for "mortgage calculator", where she found a site that helped her figure out what she could afford.

The video below is her story of one step moments:

This isn't an isolated story. Erica's moment was just one moment in a larger customer journey. Over a span of a few months she used her stolen moments - like when she was waiting to pick her kids up from soccer - to research a variety of homes, contractors, school districts, neighbourhoods, and financing options, until she ultimately found the right choice for her family.

The article below delves more deeply into I-want-to-know moments:

Please read: Mooney, A. and Fernandez, J. 2015. Millennial Dads Turn to Digital in Their Moments of Need, Google

Key I-Want-To-Know Questions To Answer

  1. What do your users need to know? What are the questions that they’re asking?
  2. How can you be the most helpful to your users in the moment when they need to know something? How can you help them along their journey?
  3. It's important to build a relationship with your audience throughout the entire customer journey. Do your research to understand what your users need, and create resources to meet those needs.

Now that we have initially explored the concept of I-want-to-know, now let's explore I-want-to-go by click on the I-want to go tab.

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image outlining Google's Mobile Micro Moments

There are 4 new moments every marketer should familiarize themselves with: I-want-to-know, I-want-to-go, I-want-to-do, and I-want-to-buy moments . These moments have largely been driven online consumerism - the internet, that space where there is 24/7 connectivity to products, services and organizations. And nowhere is this new world order more evident and relevant than in the sphere of mobile. Mobile may be a very confined space in terms of messaging and engaging with an audience. It remains a very powerful space indeed.

Think with Google has a deep insight into this development. Google states that consumer behaviour and expectations have forever changed. With powerful phones in our pockets, we do more than just check the time, text a spouse, or catch up with friends. We turn to our phones with intent and expect brands to deliver immediate answers. It's in these I-want-to-know, I-want-to-go, I-want-to-do, I-want-to-buy moments that decisions are made and preferences are shaped.

image of artist having a micro 'I want to know' moment

These 4 moments are going to act as your introduction to Mobile Marketing. While we guide your understanding of these basic concepts in the world of mobile marketing, you should be applying what you learn in this session to previous sessions throughout this course. Specifically, apply what you learn to what we've covered in discussing:

  • Sugarman's slippery slide - and how what you have learned applies specifically to mobile marketing
  • the sales funnel & audience touchpoints
  • the buyer's journey
  • brand personas
  • value proposition
  • relevance
  • creating meaningful and relevant 360-degree messaging and content experiences, incorporating mobile

It's arguable whether or not mobile marketing is a channel. We're not here for that debate. We include this introduction to mobile in this study unit because of its inter-relationships with the more classic kinds of channels we've introduced you to in this unit. We'll be concentrating more fully on mobile in the Mobile Marketing Unit.

For now, our aim is to:

  • get you to grasp the unique aspects of mobile marketing
  • explore mobiles relationship and intersections with traditional online marketing channels
  • explore how mobile can fit into your marketing mix
  • how mobile might support you in relaying your value proposition and engaging with your audience in a meaningful, relevant and timely way.

With the above bullet points in mind, let's start looking a bit more into micro moments by reviewing the infographic Google prepared on the subject:

an image outlining basic statistics about the 4 micro marketing moments

NOTE: The above infographic is available as a printable and downloadable Adobe pdf file, which you can access via

So let's delve a bit more deeply into the subject:

  1. In the article A Micro-Moments Report Card: Are We Making the Grade?, Lisa Gevelber covers the phenomenon of Micro Moments. Google sees billions of them every day as users look for answers, discover new things, and make decisions online. She notes that these are the moments when brands should be there to help - but are they? And if they are, how?

    Please read: Gevelber, L. 2015. A Micro-Moments Report Card: Are We Making the Grade?, Google Think.
  2. Micro moments have become the new battleground for brands. The short reading below covers the rapid development of brand messaging adapted for this phenomenon, including some excellent case studies.

    Please read, Micro Moments, Google Think.
  3. In June 2015, Google commissioned Forrester Consulting to evaluate how prepared marketers are to deliver against rising consumer expectations in moments of intent - the times when people turn to their devices to act on a need to learn, discover, find, or buy something. To further explore this trend around mobile engagement, Forrester tested the assertion that marketers in these organizations must focus on three key areas—identifying key moments of intent, delivering on needs in the moment, and measuring all moments—to create a customer experience that's relevant and useful at every touchpoint in this new path to purchase.

    Report Key Findings:
    1. Although most organizations understand mobile's impact on customer expectations and the need to respond, only 2% of marketers report actually having the capabilities necessary to identify, deliver on, and measure moments of intent.
    2. Companies that make steps toward becoming moments-ready reap tangible benefits in the form of more profitable ROI in both mobile investment and overall marketing investment.

      Please read Moments That Matter Intent-Rich Moments Are Critical To Winning Today’s Consumer Journey, 2015, Forrester Research.
  4. The short article below provides a bit more contextual information about behaviours that lead to micro-moments:

    Please read: Ramaswamy, S. 2015. How Micro-Moments Are Changing the Rules, Google Think.
  5. Building upon the previous article, the article below addresses the seismic shift micro-moments represents for conveying relevant, engaging, meaningful brand messages & experiences when and where your audience needs them.

    Please read: Ramaswamy, S. 2015. Outside Voices: Why Mobile Advertising May Be All About Micro-Targeting Moments, The Wall Street Journal.

Now that we have initially explored the concept of micro-moments, let's take an individual look at each of the 4 moments. To begin this deeper exploration, please go to the I want to know tab.



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image depicting an I-want-to-go moment

An I-want-to-go moment is the moment when someone decides that they want to go somewhere. So they pull out their phone and search for the location. People might search for a specific business, or they may just search to find what options are nearby.

Location based mobile searches are accelerating at a breakneck pace. “Near me” search queries have increased 34x since 2011. In fact, they doubled in the last year, and 80% of them came from mobile in Q4 of 2014.

After analyzing their analytics data, Google noticed that “near me” searches spike during the holidays and over the weekend - times when people step out of their normal workday routines.

Here were some of the most popular weekend location searches:

Image showing Google Analytics top weekend searchesWhat’s interesting about this data is that most of the top search terms that happen at the local level are generic. Instead of searching for “Marriott hotels near me,” most people tend to search for “hotels near me.” It seems that convenience and instant gratification are more important than being loyal to any specific brand in these moments.

The search terms may be generic. However, these moments are incredibly valuable. 50% of consumers who conduct a local search on their smartphone visit a store within a day. And 18% of those searches lead to a purchase within a day.

This is the power and influence of mobile.

To learn more about this powerful moment, please read the article below:

Lawson, M. 2015. I Want-to-Go Moments: From Search to Store, Google.

Again, think of what you have learned about I-want-to-go moments and relate them, where possible, to your own brand. Think about your touchpoints and your customer journey. What opportunities do you have to meet this specific moment? What content could you produce to meet this type of micro-moment in a relevant and engaging way? What marketing channels could support you in delivering short and compelling content to meet your audience at this moment?

Key I-Want-To-Go Questions To Answer

  1. How do users interact with your brand, service or organization when they’re near your store or business premises?
  2. If potential customers use generic search queries, will they find you? Are you the go-to resource to in that moment? If not, what would make you the absolute best choice?
  3. Does your site or app make it easy for users to find local information such as directions, inventory, and pricing?
  4. Do you take the context of the entire customer journey into consideration when you make user experience (UX) decisions?

Now that we have initially explored the concept of I-want-to-go, now let's explore I-want-to-do by click on the I-want to do tab.

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A father combing his daughter hair as an example of an I-want-to-do micro moment

An I-want-to-do moment is when someone wants to do something and is looking for tools and resources to help them do it. 91% of smartphone users turn to their devices for ideas while doing a task. In "I-want-to-do" moments, people are open to help and your brand needs to be there for them.

An example from Google features Danielle, who recently purchased a new baby carrier that she'd never used before. It didn't have any straps or buckles, and she had a hard time figuring out how to get her kid into it. The day she was trying to figure it out, her internet connection wasn’t working so she couldn’t use her laptop. On top of that, her house was hot, her baby was crying, the dog was barking, and she really just needed to figure out how to safely get her baby into the carrier.

In this moment of chaos, she pulled out her phone and searched for instructions. She found a "how-to" video that showed her exactly how to put the carrier on, and how to safely put her baby in it.

Accordiog to Google, using its access to staggering vast amounts of online data, Over 100 million hours of “how-to” content has been watched on YouTube so far this year, and YouTube searches related to “how to” are growing 70% year over year. More and more people are looking for how-to videos to help them with projects of all shapes and sizes. In these moments, they are actively asking for help and open to hearing from your brand.

Among the most popular “I-want-to-do” topics are home improvement, cooking, and beauty. Heidi Petz, VP of Marketing at top paint brand Valspar said, “Mobile is increasingly becoming the dominant way consumers access our content (Valspar's YouTube Channel:” In order to win “I-want-to-do” moments, The Home Depot has built a content strategy to offer a wide range of home improvement videos (Home Depot's YouTube channel:

And using a personal example: I bought a table from IKEA online. The table duly arrived and, with great excitement, I set about putting it together. Halfway through the project, I noticed that the table had arrived without one key bolt missing. So i Googled the phrase [table make and model number] + "replacement hardware" using my smartphone. I didn't want to wait for my laptop to fire up (and it was in another part of the house), so the smartphone was the quickest and most convenient way to search for the information I was after in that moment

I quickly found an IKEA replacement hardware website. It was actually a sub-site of the IKEA website. I felt as though I were in good hands.  After all, who would know better than IKEA about the kind of bolt that I needed. There was a problem. I found the bolt, however, IKEA uses non-standard names for its bolts. There was simply no way that I could walk into a hardware store and expect the staff there to know what I was talking about.

More than a little irked by this point, I took to Google again, on my smartphone, ad Googled a phrase like "IKEA hardware bolt and nut name translator". I actually hit gold.  There was an online community forum where people posted questions about various IKEA replacement hardware. I was in luck. There was a post about my table...and it gave the traditional hardware name for each and every hardware item for that table.

Now that I was armed with the correct/traditional name for the bolt, I used my Google Maps app to find local hardware stores.  I rang the one that was nearest to me and asked if they had said bolt. After a few minutes, the store's sales assistant who answered my call confirmed that they did, indeed, have that bolt in stock in the store.

35 minutes later, I was back home with the bolt in my hand and was able to finish building the table.

My IKEA example shows just how quickly a person can move from an  "I-want-to-know" micro-moment to an "I-want-to-do" micro-moment to the eventual "I-want-to-buy" mico-moment(which we'll get to in the next bit).

We've provided more I-want-to-do scenarios below:

Again, think of what you have learned about I-want-to-do moments and relate them, where possible, to your own brand. Think about your touchpoints and your customer journey. What opportunities do you have to meet this specific moment? What content could you produce to meet this type of micro-moment in a relevant and engaging way? What marketing channels could support you in delivering short and compelling content to meet your audience at this moment?

Key I-Want-To-Do Takeaways

  1. Identify moments where users have a need and want to do learn how to do something.
  2. What questions do you, or your customer service team, get asked most frequently. If your brand consistently gets asked the same question, you need to answer it pro-actively.
  3. Provide helpful content to your customers even after the sale. The customer journey doesn’t end after the purchase, it’s an on-going relationship and they still have needs you can serve.
  4. Offer instructions about how to do something difficult or confusing. Be there for customers in critical moments after the purchase. It can go a long way in building loyalty and driving advocacy.

Now that we have initially explored the concept of I-want-to-do, let's explore I-want-to-buy micro-moments by click on the I-want to buy tab.

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An image showing an I-want-to-buy micro moment

An I-want-to-buy moment is when someone decides that they want to buy something, and they reach for their phone to make a purchase right there on the spot. These online purchases tend to happen in unexpected places. In fact, 39% of consumers have used their phone to make a purchase in their kitchen.

Google interviewed a woman named Cathy who broke her milk frother while she was doing the dishes. Without hesitation, she pulled out her phone and searched for “bodum milk frother” to find a replacement.

She found it on Amazon, read a few reviews, and made the purchase within five minutes. Just like that she had taken care of her problem and was able to move on with her day. She didn’t wait until later in the day to get on her desktop or go to the store.

Another interesting nuance of “I-want-to-buy” moments is that they can be influenced. Out of 4,468 online consumers age 18-34, one third of them say they found information online that caused them to buy a more expensive product if that product was more effective.

People are often willing to pay a premium for higher quality products that get better results. And they also tend to look for product reviews to help them make the best purchase decision.

Please read the article below, which takes a deeper look into I-want-to-buy micro-moments:

Mooney, A. and Johnsmeyer, B. 2015. I-Want-to-Buy Moments:How Mobile Has Reshaped the Purchase Journey, Google

Key I-Want-To-Buy Questions to Answer

  1. When your customers search for product reviews to help their purchase decision, what information do they find?
  2. How do you provide relevant and useful information (like product reviews) when users are ready to make a purchase?
  3. Have you made buying on mobile fast and frictionless from start to finish? Get user feedback to make sure product pages are easy to find, and that your checkout workflow is painless.
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The video below covers how we don’t go online anymore – we live online. And that means customers might be trying to engage with your brand at any moment, expecting an immediate answer. These moments happen all the time and all along the consumer decision journey. And they’re becoming the new battleground for brands – where hearts, minds and dollars are won. 

It's an excellent summary of all of the concepts and themes we have covered in this session, including some excellent "best-in-practice" marketing involving micro-moments.

When you have finished with the lecture, please move on the Template activity in the Template Tab for this session.

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There Template activities for this session are entirely reflective in nature.

This activity benefits you by prompting you to apply new learning, particularly around macro moments and micro moments, and apply this knowledge to work you have already done. Now is the time to update some of the important documents you have developed to-date.

Looking through the lenses of macro and micro moments, revise the following documents to reflect what you have learned about these moments. There should be either fundamentally different changes - or more nuanced changes. Either way, the information you provided in each of these documents should change based upon the knowledge you have gained in this session:

  1. Your Empathy Map
  2. Your Value Proposition Canvas
  3. Your Brand Model Canvas
  4. Your Brand Communication Template (SMU 101 (Branding) Session 6 Template activity)
  5. Your Brand Listening & Engagement Plan (SMU 1010 (Branding) Session 7 Template Activity)
  6. Your Porter's Five Forces Analysis
  7. Your SWOT Analysis

One way to tackle the above is to map out your audience's maco and micro moments using tools we've used already: Mindmeister ( or LinoIt (  Or you can use paper and a pencil - whatever works for you.

When you map these moments out, think about the questions your audience will have. What do they need to know at each stage of their buying process. Think of the routes that accompany each of the 4 micro moments we have covered in this session. When you are confident that you have identified as many as you can, then begin working on updating the documents we have outlined above.

Some important things to consider as you work your way through your revisions:

  1. What content can, or will, you develop for each of the micro-moments and macro moments?
  2. Will your content be long form or short form content? Why? Why is this suitable for the micro moments and macro moments you've identified?
  3. How will you ensure that your tone of voice and your brand persona remains consistent?
  4. How will you ensure that your slippery slide remains slippery - yet engaging and relevant?

Lastly, think about how the different channels we've introduced you to can support you in reaching your audience in these micro and macro moments.

To remind you once again about the dynamic of the confined space and storytelling, we have provided a diagram you are already familiar with. Think about how everything we have covered in this session aligns with and supports the effective delivery of brand messages online. And if you look closely, you'll see that the diagram below already has some  key macro and micro moments depicted in the Logical Progression column.

Diagram: - The Inverted Pyramid and Brand Storytelling by SocialMediaU-USA

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