This workshop from the Attention summit covers moment marketing in action and how to reach your moment in the spotlight. Moment marketing is the ability to participate in macro moments, spot micro moments and target them to reach people when they are most engaged. Be visible across all stages of the purchase journey, offer practical information and frame it in a way which clearly answers the question. Be quick and communicate concisely. We do not remember the days, we remember the moments...

1. ATTENTION SUMMIT APRIL 2016
MOMENT MARKETING

2. TODAY’S SESSION What is moment marketing?
Moment marketing in action
Your moment in the spotlight
Questions
Summary
@digiKherrin

3. WHAT IS MOMENT MARKETING?

4. The use of data and tech to identify brief opportunities to put
the right message in front of the right consumer
WHAT IS MOMENT MARKETING?
MOMENT MARKETING IS THE #1 TREND OF 2016*
- Ability to participate in macro-moments
- Ability to spot micro-moments
- Ability to target micro-moments
- Ability to connect to purchase
- Growing influence of behavioural economics *Deloitte Digital and WARC, Digital Toolkit 2016

5. • Real time marketing
• Dual screening
• But remember if you participate, it must have relevance to your business
PARTICIPATING IN MACRO-MOMENTS
JUMPING ON CULTURAL MOMENTS

10. of smartphone users say they check their phone within 15
minutes of waking up in the morning.
Google Consumer Surveys, Aug-2015
THE RISE OF THE MOBILE PHONE
THE TOOL TO FIND, OR DO, ALMOST ANYTHING
68%
The average UK consumer looks at their smartphone 214 times a day,
making it critical to make moment marketing as instantaneous as possible.
TVTY, Dec-2015
Mobile sessions average a mere 70 seconds long, and occur dozens and
dozens of times a day. It’s like we’re speed dating with our phones.
Flurry Analytics, Comscore Q4 2014.

11. • Micro-moments are moments when we turn to a device to take action on
whatever we need or want in that moment
• Data is key
• Some organisations have gone so far as restructuring marketing teams to
capitalise on these moments
• Pernod Ricard – consumption moments rather than individual brand
teams
SPOTTING MICRO-MOMENTS
WHAT IS THE PATH-TO-PURCHASE?

12. TARGETING MICRO-
MOMENTS
• Programmatic buying – data
analysis with media buying
• Google Enhanced Campaigns
• Choice of medium can be
important as well as choice of
message

13. CONNECTING TO
PURCHASE
• Removing barriers between a
consumption moment and a
purchase opportunity
• Buy It button on Pinterest
• Purchases on Google mobile
search feature
BUY BUTTONS

14. When we taste a wine, we aren’t simply tasting the wine. This is
because what we experience is not what we sense. Rather, experience
is what happens when our senses are interpreted by our subjective
brain, which brings to the moment its entire library of personal
memories and idiosyncratic desires.
Wine actually tastes different depending on the conditions in which it
is drunk, with light and sound impacting on how fresh, fruity, bitter or
acidic the drink is perceived.
BEHAVIOURAL ECONOMICS
CONTEXT AFFECTS PURCHASE BEHAVIOUR (AND ENJOYMENT)

15. FOUR KEY INTENTION MOMENTS
GOOGLE
‘I WANT TO
KNOW’
MOMENTS
‘I WANT TO
DO’
MOMENTS
‘I WANT TO
GO’
MOMENTS
‘I WANT TO
BUY’
MOMENTS
66% of
smartphone users
turn to their
smartphones to
learn more about
something they saw
in a TV ad. 1
Searches related
to ‘how to’ on You
Tube are growing
70% year-on-
year. 3
‘Near me’ searches
have grown 2Xin
the past year. 2
82%of
smartphone users
consult their
phone while in a
store. 4
3. Google Data, US, Q1 2015 vs. 2014
4. Consumers in the Micro-Moment, Google/Ipsos, US, March 2015
1. Google Consumer Surveys, US May 2015
2. Google Trends, US March 2015

16. ZERO MOMENT OF TRUTH
GOOGLE
Google, 2011

17. Attention is fleeting, we often forget ads as quickly as we see them, mainly
because they feel generic and impersonal.
Creating memorable ads requires addressing the moment that’s happening
and offer something relevant in return.
MAKING MOMENTS MEMORABLE
PERSONALISATION

18. IPG Media Lab found that moments elevated excitement by +40%.
When a person is excited, their emotions become more powerful and can affect
their decision making abilities. Excited people are more likely to make a decision –
any decision.
If you reach out during these moments, users are more receptive to brand
messaging.
In a state of excitement, people think and behave very differently. Emotional stats trump
rational thinking; it’s easier to sell to consumers when they are excited.
Paloma Vasquez, The Psychology of Social Shopping.
MOMENTS HEIGHTEN DECISION MAKING
MOMENTS TAKE PLACE WHEN PEOPLE ARE MOST ENGAGED

19. THE POWER OF
ACHIEVEMENT MOMENTS
Achievement moments occur when people
accomplish something notable.
These are the moments when you feel
excitement. You’re proud of your achievement.
During these moments the dopamine in your
brain actually doubles, meaning you are
significantly more excited during a win.
But don’t let ads crash the party!
KIIP

20. MOMENT MARKETING IN ACTION

21. DATA + TECH + PERSONALISATION

22. DATA + TECH + INTERACTIVITY

23. LIVING IN THE MOMENT

24. RELIVING FAVOURITE MOMENTS

25. IN THE MOMENT SEARCH RESULTS

26. YOUR MOMENT IN THE SPOTLIGHT

27. Look at your business through the lens of your customer
• What does having a smartphone allow your customer to do that they
previously couldn’t?
Make a moment map
• Identify a set of moments you want to win or can’t afford to lose
• Examine all phases of the customer journey to map moments when people
want to find inspiration, learn, make a quick purchase…
• Understand their needs in the moment
DEFINE THE MOMENT
CUSTOMER JOURNEY PLANNING

28. OWN THE MOMENT

29. • What would make things easier or faster in the moment?
• What content or features would be most helpful for this moment?
• Leverage contextual signals to deliver experiences / messages which feel
tailor-made for the moment
SERVICE THE MOMENT

30. Right time marketing. If delivered at the
optimal moment, it can feel like real time.
Up weight media presence online when:
• certain programmes air on TV
• you (or competitor brands) advertise on TV
• there are changes in weather conditions
• there are suitable live events
• financial markets change
OPTIMISE THE MOMENT
TVTY

31. QUESTIONS?

32. • Be there – be visible across all stages of the purchase journey
• Be useful – offer practical information and frame it in a way which clearly
answers the question
• Be quick – communicate concisely
SUMMARY
IT’S THE MOMENTS WHICH MATTER

34. EXPLORE. CAPTIVATE.CREATE.
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