What does it take to deliver breakthrough customer experiences?
When I think back to the days we studied “The Blue Ocean Strategy: How to Create Uncontested Market Space and Make Competition Irrelevant” in grad school, it seemed logical that in the cluttered world we live, we needed to find new ways to make our products and services seem less like commodities. Little did we know that within a few years the advancement of smartphones and social media would empower customers to circumnavigate the messages we wanted them to receive. Or, that what they expected of our campaigns was going to become much deeper.
We know now that differentiation of our products and services is still necessary but the importance of truly understanding customers is a key to delivering effective campaigns that can capture audiences in micro-moments. Over the last year you’ve probably read many blogs and articles which assert that how we use demographics in marketing has largely changed: we’re marketing to an audience of one.
For seasoned marketers that truly unravels a lot about the way we think of target audiences and segments. Traditionally a key element to building a campaign is to define the audience. Perhaps this is still easier in B2B but in the B2C market the shift is now definitely on providing the information essential to the micro-moment. Now we need to think deeper and more empathetically about the whys and ways consumers will use our products. We also have to deliver the information in ways that work for them. And all around us we see that businesses that are losing out because they feail to do so, we’re sure of this because we experience it ourselves.
You can’t keep assuming you know how people are buying.
Building Campaigns for Micro-Moments
In the last few years marketers focused on building integrated campaigns that used the right channels. Looking through some articles like this one from CIO.com we can see there was no real thought about micro-moments. The truth is the delivery of campaigns hasn’t changed much – but how people expect to interact with you at any touchpoint, has! Once you capture interest people want to interact. For your campaign to be effective, you need them to be able to keep learning about whatever it is that drove them to take notice.
Have you seen the Samsung SUHD Nano Crystal TV campaign?