Boost your brand’s/campaign’s success by knowing your consumer well enough to understand every moment they turn to consume content and media. This will enable you to target your audience at each phase in the Consumer Experience Journey (or the CX Loop) with specific media and content strategies.
Understanding your Consumer
Why Consumer Intent is More Powerful than Demographics | 5 Minute Read
“Intent” is this year’s big buzzword – and Google’s VP of Marketing shares how intent reaches more of the right people than demographics alone. Consider mobile searchers for video games – you might think they’re mostly young men, but data shows only 31% of those searches come from men ages 18-34. Another example is baby products – as much as 40% of baby product purchasers live in households without kids. These people can be grandparents, cousins, friends, or colleagues – all who use search as the top way to find out about these products. Home Depot realized that “do-it-yourselfers” are a significant segment turning to their phones and YouTube to learn how to do house projects. Now their channel collection has over 48 million views. Brands will succeed by understanding consumer intent and meeting consumer needs in the moment they’re looking.
Marketing in the Moments to Reach Customers Online | 5 Minute Read
New York Times writer Robert Hof correctly points to the growing trend in advertising: placing ads at the right moment for the right person. More companies are aiming at “fleeting instances” in online ads, like Red Roof Inn geotargeting around major flight cancellations at O’Hare, or spirits company Campari America targeting neighborhoods with lots of bars and restaurants. Campari targeted 21-34 year olds doing things like checking the game’s score at a sports bar with an ad offering $5 off Lyft rides. More than 20% redeemed the offer, a high rate for digital mobile ads. The rise of mobile as the consumers’ tool to find or do anything has prompted this shift to focus on consumer “moments”. However, only a few marketers in a Forrester study indicate that they feel equipped with enough data around their customers to match to the right context.
How Strategy Changes at Each Phase
Auto Brands Getting Millennials to Buy Cars | 5 Minute Read
Automakers are figuring out ways to organically integrate their brands into the lives of millennials, radically changing their go-to market approach to address the group’s intent across the purchase path. This is how some brands are doing it:
Unaware: Smart USA by Mercedes Benz offers 5-minute videos for its models, targeting millennials on mobile, and using a comedic “edutainment” approach.
Honda did a Snapchat campaign with a sponsored filter and the words “They See Me Rollin'” – used over 3 million times.
Aware: Chevy’s “Shop Click Drive” online platform is designed to give consumers a seamless user experience checking out Chevrolet vehicles before going in-store to purchase a car.
Consider: GM integrated Apple autoplay, 4G LTE and Android Auto in its cars, making it more attractive to millennials.
Buy: GM made it easier for millennials to choose financing options through GM
Financial, which gives personalized retail loan/lease programs.
Enjoy: Volkswagen is researching autonomous driving in its Electronics Research Lab, while partnerships of BMW with DriveNow and GM with Lyft show automakers investing in new fields.
Thinking for the Future
Toyota, Microsoft, and IBM are among the major players focused on harnessing artificial intelligence become customer-obsessed and to convince people to share their data, despite current concerns about privacy and security. The CES panel Future of AI agreed that AI, once seen as gimmicky, is now an essential piece of strategy. The healthcare industry has been one of the biggest adopters, closely followed by retail, and over the next 5 years this will include financial services and government. The main driver is automation – where brands can proactively provide medical diagnostics that anticipate health needs. The future with robots will not only respond to commands but anticipate them, and Google is leading the fray in powering the digital home. The long-term effect is poised to be bigger than any single device or innovation.
CES Day 1 Recap: Hype vs. Hypertrends | 5 Minute Read
This year’s conference included a lot of familiar products that have matured in ways that give us a glimpse into trends that will dominate the industry. The Internet of Things (IoT) has massively accelerated this year, and a major topic of discussion was how data collected by “things” can be used
to buy ads in the future despite the data’s current fragmentation and disorganization. Automotive also broke into IoT – BMW’s Open Mobility Cloud tech showing how the car can be seamlessly integrated into a connected home, letting drivers manage their lives from within the car. One future application can be a fridge that knows when you’re running out of milk, and you’re served a strategic ad for milk while you’re in the car. Seamless customer experiences prompted many of the innovations seen this year, from mobile wallets to AR/VR. Ultimately, the goal is to humanize data to create a frictionless environment between consumers and relevant ads.
Bonus: The Full Recap on Day 1
CES Day 2 Recap: A Game of (Tech) Thrones | 5 Minute Read
Brands showed a new kind of humility by embracing partners or even competitors to build more solutions that meets consumers where they are and addresses their needs for a seamless experience. Apple, Samsung, Google, and Amazon were all around CES, collaborating and competing at the same time, often in the same product ecosystems. For example, a new Whirlpool washing machine is connected to Google’s Nest platform and uses Amazon Dash to automatically re-order detergent. The rise of “automated life” through AI or robots that anticipate your needs, or a growing network of connected products from cars to pet accessories, shows the way brands are helping consumers have seamless experiences. Leaps in cool products like AR/VR, 3D avatars, and portable solutions for 360 video capture, shows brands stepping up to redefine consumers’ path to purchase.
Bonus: The Full Recap on Day 2