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The customer journey is comprised of a thousand moments.
Jeff Rohrs, Vice President of Marketing Insights at the ExactTarget Marketing Cloud, presented on this idea of making the most out of mobile moments along the customer journey in one of Connections 2014's breakout sessions.
Moments matter, and it's imperative for you to optimize and uncover these pivotal moments in your customer journeys. Jeff identified three main ways to build on these moments and make these moments matter for your customers.
Optimize Known Moments
There are four key moment makers in our businesses today:
As Jeff pointed out, these metrics show us that "ultimately, all marketing is now direct marketing because of mobile devices in our hands."
When you think about it from this perspective, there are many known moments you are already taking advantage of that can just be optimized to make them truly matter to your customers.
Jeff talked about commercials and traditional advertising-why aren't commercials asking you to do anything? Why aren't we asking our audiences to engage when we are spending thousands to advertise to them?
You can also look at the point of sale: there are wins for you in addition to the sale. As marketers, you should also be thinking about building your audience and increasing brand loyalty in addition to making the sale.
Jeff gave these couple examples and numerous more of existing moments that brands are optimizing to make them matter for their customers. A couple examples are the Share a Coke campaign and Esurance's post-Super Bowl commercial.
Uncover Hidden Moments
There are also key moments already in your marketing programs, but you just don't necessarily see them.
Jeff gave the example of Seth Casteel's Underwater Dogs and Papa John's Super Bowl Coin Toss Pizza Giveaway-both of these moments were easy moments to uncover and make matter, but it took Seth Casteel and Papa John's to uncover these moments to make them matter to their audiences.
Creating New Moments
The third way to make the mobile moments matter in your customers' journeys is to create new moments that didn't exist before.
Jeff talked about American Express and when they first started Small Business Saturday, which resulted in a $5.7B economic impact. American Express was able to completely invent this event and make a big impact not only on the communities where Small Business Saturday was adopted, but also for their own customers, the small businesses. This was definitely a moment maker for these customers and potential American Express customers.
Jeff's key takeaway from Small Business Saturday is that "mobile moments don't have to be small. They can be big ideas." Don't limit yourself when you're creating these new moments.
The moments matter in your customer journeys. The key question to ask yourself is, "How do I find, optimize, and personalize around the moments that matter to my customers?"
You can also view the slides from Jeff's breakout session below and you can view all the Connections 2014 breakout sessions at extg.co/Connections14.
