CeBIT Conferences 2017  

8
Nov

Magic moments: How to optimise your marketing mobile moments

Magic moments: How to optimise your marketing mobile momentsMirror mirror on the wall, who’s the fairest of them all?

We all know how this goes. The antagonist of the piece, the Evil Stepmother, asks this daily of her device. The Mirror, without fail, replies in real-time. It also gives her the location of her stepchild, the recipe for an amazing poisoned apple, and presumably some top-notch skincare advice to maintain her rule at the top of the beauty foodchain.

Mirror mirror on the wall, who's the fairest of them all?
Reading Snow White as a small child, it felt inconceivable that an object would exist solely to grant the answers that you seek. Yet what was once the domain of enchanted royalty in a fairytale centuries old is now so ubiquitous, that most of us walk around daily with one of our own in our pockets. If you want the answer to anything all you need to do is hold up your mobile device and ask:

Siri, who is the fairest of them all?

(And thanks to a bit of SEO sorcery, the Evil Stepmother still ranks highly, proving that you don’t need magic or a fiendishly expensive face cream to maintain a top ranking, just a bit of marketing know-how).

Magic (mobile) moments

Most of us are probably not typing the vain refrain into our search engines daily, feverishly ensuring that we are still hot stuff (though you may instead be using the mirror app or Snapchat to do the same thing). But, like the Evil Stepmother, we intuitively refer to our devices to answer our queries and to help us get to our heart’s desires. We might want to know things like:

What’s the weather like today?

Where should I go on a beach holiday in June?

How many academy awards did Dirty Dancing win?

And instead of putting our heads outside, asking our work colleagues, or happily nutting it out over a couple of glasses of wine with mates respectively, we invoke the powers of Google.

These series of searches that lead us to a decision are known as mobile moments, or as Google terms them, micro-moments. Micro-moments describe the journey the customer takes from an initial idea to purchase.

Given that most of us rely on our mobile devices for everything from the weather, to big travel decisions, to settling fun pub debates, businesses need to understand how the consumer moves through this journey and to ensure that they are along for the ride.

Weirdly, even though the mirror is centuries old (and fictional) it actually demonstrates some ideal qualities that organisations should be looking to mimic for their own mobile moments. Below we look at some of the more important ones.

Real-time: We want information and we want it now

The Evil Stepmother didn’t want the answers to her questions in a minute, or even in three seconds. She wanted it STAT. And you don’t have to be a despot to want immediacy.

As technology advances, most consumers expect it. In fact, according to Kissmetrics ‘47% of consumers expect a page to load in two seconds or less and if they are dissatisfied with their experience, 79% of consumers will not go to that store again.'

When this comes to mobile, over 58% expected that the load time on their mobile needs to be as fast, if not outright faster than their home computer. One second seems like nothing, but with every second it takes to load a page, you are losing 7% in conversions. To put that into perspective: ‘If an ecommerce site is making $100,000 per day, a one second page delay could potentially cost you $2.5 million dollars in lost sales every year.'

Pick your timing

Immediacy isn’t just important, timing is as well. It would be no use if the Magic Mirror chimed in with ‘You’re the Fairest’ when the Stepmother was enjoying some down-time in her tracky-daks, the message would be redundant and a bit intrusive.

Likewise, marketers need to know how to pick their moments to appeal. Google’s Search Engine Land gives a great example of one of their clients Nike, who knew that 77% of viewers watch big sporting events (such as The Soccer World Cup) with a tablet or device of some sort nearby. This means that viewers are likely to reach for their devices to search for things like stats and player info. To capitalise on this knowledge, Nike and Google created the Phenomenal Shots Campaign.

As the video explains:

‘It was a real-time campaign happening just seconds after the moment happened on live TV. Fans entered an immersive 3D window to the pitch, where they could experience a moment in time and capture it as if they were there, camera in hand. They could then add headlines, stickers and facts before sharing their unique vision… we put the moment in the hands of fans around the world.’

These big exciting communal moments created a shared moment for the fans and for Nike and Google as well. Not only was it ground-breaking advertising, but that as the Google team acknowledged: ‘Mobile ads don't have to be a downsized version of your desktop creative. Modern browsers can deliver immersive mobile experiences that weren't possible two years ago, without having to download an app.

Fine design

The magic mirror was a clean, clear interface that was very easy to use and intuitively understood what the Evil Stepmother wanted at any given time. She didn’t have to click through to a series of pages. Her answer was accessible at the first instance. While technology may not have advanced to quite that degree, businesses are looking at how to use the latest to ensure that the buyer journey is a smooth and pleasant one.

As Mashable notes: ‘The context for an interaction becomes very important and marketers must make hard trade-offs for content included in the app, including text, images and the layout.' This trade-off needs to take into account the end-goal. Depending where the consumer is in the buyer journey, this could be anything from: 

  • What will initially attract the consumer?
  • What is the most relevant information the consumer needs at this point?
  • How do we make a purchase as painless as possible?

You need to be looking at whether your payment forms are too long and have too many steps. Are you talking about the product’s features at the wrong stage of the journey? Are all those social media buttons worth it, or can you get rid of the ones that don’t get much traction?

This process isn’t set in stone. Technology is continuously evolving. As a result, businesses need to be constantly testing and measuring their results to ensure that customers are moving through the buyer journey and ultimately make the purchase.

Creating enchanted moments

We hope the above tips help you to create a magical mobile experience for your customers. May your load-times be swift, your design divine and may you pick your moments cannily. If you would like to know more about how to create an excellent customer experience using the latest mobile technology, then check out Enterprise Mobility 2017 @ CeBIT program today.

CeBIT Australia Digital Marketing Report