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.
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
- 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:
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:
- 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.
- 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.
- 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:
- 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.
- 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.
- 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.
- 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.