With the advent of new technology driving more channels for content consumption – and the message dilution, potential for dissonance and lack of engagement that comes with it – today’s customer journey is no longer linear. Vendors are struggling to keep up with the omnichannel demand that the new technology and accompanying changes in consumer behavior are creating. That’s because consumers’ thoughts, interests and motivations are fragmented and change by the moment depending upon the circumstances they are in and conditions affecting them at that period of time. What they are really seeking are “micro-moments” of influence and an epiphany that allows them to make their own decisions of what they want, how they want it, where they want it, and when.
According to Think with Google, “micro-moments occur when people reflexively turn to a device – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something or buy something. They are intent-rich moments when decisions are made and preferences shaped. In these moments, consumers’ expectations are higher than ever. The powerful computers we carry in our pockets have trained us to expect brands to immediately deliver exactly what we are looking for when we are looking. We want things right, and we want things right away.”
So, it is up to the modern marketer to be ready when those micro-moments occur with the right style, right content, right campaigns, right products and right type of engagement that is not only personalized, but also context-specific to that consumer’s need at that moment in time.
But providing these exceptional digital experiences is an evolving challenge that will continue at a more furious pace as time goes by. That pace is driven by customer expectations which in turn evolve with technology innovations – regardless of whether that means new disruptive technologies that hit the market, or the introduction of new channels or evolving feature sets within existing digital ecosystems. To help get ahead of these challenges, e-Spirit has produced a new white paper titled “Four Ways to Enable Micro-moments of Influence – the Future of Digital Marketing.”
This white paper examines the trends driving today’s digital customer experience and how companies can get ahead of them so they don’t become a victim of digital Darwinism. One thing is clear: Companies that aren’t agile are going extinct. Readers will learn about:
- Four key trends influencing the customer journey
- How to leverage these trends instead of falling victim to them
- How Content-as-a-Service can help future-proof your content strategy and enable micro-moments of influence