We've talked about micro-moments in this space before, the idea that modern shoppers instinctively turn to their phones in moments of curiosity. We all do it – with immediate answers just a click away, we're used to informational gratification of our big, small, silly or serious questions.
Eric Holtzclaw has penned another article
for CMO.com, entitled "In a Flash: Micro-Moments Can Transform Brands Into Mind Readers," that delves into the concept of micro-moments and how we can capitalize on them.
He rightly points out that on first glance, micro-moments seem to bypass marketing efforts – giving customers the answers they're looking for without much interaction with your brand. But by thinking about the ways in which those moments take place, and the reasons behind them, we can categorize the moments in order to consider opportunities for dialogue. As Eric says, each category presents a powerful opportunity to collect preferences and build engagement with the connected consumer. What are they? He splits micro-moments into four types:
Check out the article
for Eric's great ideas on enhancing the customer journey and the ways in which we can leverage marketing technology to reach consumers and open a dialogue.
Eric Tejeda is the Director of Product Marketing for PossibleNOW and CompliancePoint. Eric supports the organization’s growth objectives by productizing and launching innovative new products and services that fill critical needs in the marketplace.
With 25 years of experience, Eric firmly believes that permission-based marketing and preference management is a mega trend and the path to success for marketers today.
Labels: brands, cmo.com, customer journey, customers, marketing, marketing technology, micro-moments, preferences