social media

035 - Micro Moment Marketing - Melanie Touchstone

The key feature of micro moment marketing is to embrace the idea that you have but a few seconds to capture the attention of your target consumer. In those brief seconds, brands are challenged to convey a concise message that is relevant to the consumer. Otherwise, they're on to the next article, tweet, or email and you've lost their attention.

On average, 150 times a day consumers experience purchase moments, research moments, and discovery moments, just to name a few. How can marketers be sensitive to these moments in the buyer journey to make our messaging more effective and less interruptive? How are brands from tires to cookies taking advantage of micro moments?

Melanie Touchstone discusses micro moment marketing

Melanie Touchstone discusses micro moment marketing

Micro-moments are small occurrences throughout the shopper journey during which consumers are ready to act. Google narrows these moments down to four key categories:

  1. want-to-know moments

  2. want-to-go moments

  3. want-to-do moments

  4. want-to-buy moments

How do you market to consumers in a way that takes advantage of these moments in the buyer journey?

Timestamps:

2:00 It’s the small occurrences in the consumer journey when they’re ready to act - get into your customer’s mindset

2:15 The four types of micro moments, according to Google 

5.23 Incorporate into your strategy: the micro moment

5:30 80% of mobile use in evening

6:00 Content shock: consumers are bombarded by information (we spend 4.7 hours per day on smartphones)

6:40 Seasonality - tire brand example and micro moment search terms

8:05 Serve the need the consumer has based on search and context - even with PPC basics

8:38 The want-to-know moment

8:55 Oreo marketing with Game of Thrones: embossed cookies for each GoT house, and on Twitter: #GameOfCookies #ForTheThrone

10:15 Game of Thrones Oreos

10:30 Sunday Scaries - Instagram phenomenon #SundayScaries

11:30 Production value is less important than quality and sensitivity to the moment in the buyer's journey

12:20 Guardian looked at shiny high production value videos on IG stories and return on effort wasn’t as high, so went for a lo-fi approach which worked better. "Lean into the culture of the internet." Source: The Guardian finds less polished video works better on Instagram Stories

13:15 Why lo-fi posts were more popular - on Instagram, people are looking for their friends, so brands who look that way blend in more and seem more natural

About Melanie Touchstone:

Digital Marketing Strategist Melanie Touchstone helps fast-growth businesses develop and expand their brand presence through strategic, inbound marketing. Having spent over a decade working closely with the innovation ecosystem, Melanie has unique insight into the needs of early and middle-market companies. She specializes in brand and channel marketing.

Connect with Melanie:

melanietouchstone.com

Twitter: @MelTouchstone

Instagram: @TouchstoneMarketing

podcast melanie emily 35 micro moment.png

Previous episodes:

Enjoy this? Hear Melanie and Emily discuss email marketing in Episode 31: Simplify Your Marketing

Pippa:

Check out our sponsor, Pippa.io and get a $25 Amazon Gift Card when you sign up for a year of hosting at beetlemoment.com/pippa

031 - Simplify Your Marketing: Email and More - Melanie Touchstone

Topics:

  • Email marketing - design and messaging - what works?

  • Social media

  • Design, graphics, and what works - case study - going from color to black and white

  • Personalize brand messaging

  • Winning subject lines

  • Keep it simple

  • Don’t try and fool customers

Video coming soon! Check back the first week of March.

Melanie Touchstone talks with Emily about how simple marketing works. For email, social media, and more.

Melanie Touchstone talks with Emily about how simple marketing works. For email, social media, and more.

026 - Marketing in 2019 & Beyond: Social Media and Voice

Year-end episode. Predictions - keeping it simple, two areas of focus:

  1. Social media - tech companies and their manipulation-based business models will change. They’ll evolve in two ways: First, greater transparency that frustrated users will seek. Second, more cohesion with government (as Steve Case posits in The Third Wave).

    Facebook (including Instagram), Twitter, and LinkedIn: the revenue models are based on manipulation through constant feedback loops that surveil users (the product). This is the new fast food. Users will begin to see it as unhealthy like they do cigarettes and Big Macs.

  2. Voice marketing - why smart speakers and voice assistants are like the automobile in 1903 (famous Ford/Horace Rackham quote). Voice is not a fad.

1-minute clip:

Also mentioned:

  • 06:40 - Brian Roemmele, The Oracle of Voice re: “computerese” - Brian is spot on. 06:40

  • 08:16 - Mitch Joel (I quote Mitch re: the 1.0 state of smart speakers and how it’s like the internet before the hyperlink - hard to navigate). Spot on again.

  • Join me at The Alexa Conference on January 15-17, 2019. Get 20% off tickets with promo code: ALEXASPRK203