It’s essential for brands to meet consumers in their moments of need. But how you meet them is equally important. If a brand’s message isn’t useful or relevant, people will simply move on to another brand. Here’s how marketers can create a strategy based on usefulness.
If you want to win the hearts and minds (and dollars) of consumers in their micro-moments, you have to do more than just be there. You have to be useful too. That means connecting people to what they’re looking for in real-time and providing relevant information when they need it.
Mobile adds a rich layer of context on top of intent that lets marketers create even more relevant messages in micro-moments. For example, when someone searches for digital cameras, are they at home, on the street, or actually in your store? Is it 6 p.m. Friday or 6 a.m. Monday? The answers to questions like these play a role in determining what problem consumers are trying to solve, what creative they'll respond to, and what marketers need to think about when trying to engage them....
Practical tips for better content and copy on your mobile platforms.