ER Magazine - July/August 2017 - 11

[MakingTheBrand]

A Micromoment in Time
By Lori H. Zeller

"D

oing the right thing,
at the right time, at
the right place, for
the right reason" is a
great way to describe the intersection of
luck (or intuition) and skill (expertise).
But technology has changed this marketing paradigm. The new definition
of this interaction is called a "micromoment." Google's content marketing
team, Think with Google, says, "There
are different types of micromoments
that consumers experience, on average,
150 times a day: purchase moments,
research moments, and discovery
moments, just to name a few."
The concept of a micromoment
makes me think of a doctor's appointment I had recently. Discussing
age-related memory changes (not mine,
of course), the doctor explained that as
people age, the brain's synapse connections slow. At 50 years old, it takes a
person five times as long to connect the
dots as a 20-year-old. This is significant
if you are a CMO who's attempting to

channels (and identify what delivers the
most value in the least amount of time)
for transactions. As marketers build
the funnel, the "noise" of competition,
disruption, and fragmentation keeps a
message's impact and scalability tight.
Becoming an expert on micromoments is difficult, and yet so very
important. One strategy is to identify
"qualified" buyers. The idea of delivering instant gratification as a strategy
for a brand will work only if repeatable
touchpoints and integrated response
mechanisms are in place. Too often,
inspiration, education, and entertainment are overlooked.
For each segmentation, mapping out
a moment to "capture" inspiration is
easier said than done. Many marketers

A brand has maybe a few moments-
not minutes-to capture the attention
span of an individual and convey
its brand messaging.
grab a micromoment using an omnichannel strategy.
Competing for a consumer's
attention, a brand has maybe a few
moments-not minutes-to capture
the attention span of an individual and
convey its brand messaging in a concise, easy-to-remember way. Ultimately,
the consumer journey will be dependent upon the cumulative effect of all

believe that mobile has the corner on
this market. However, all technologies
can deliver that moment and position a
brand to capture a consumer's attention
and compel action. Research moments,
purchase moments, and discovery
moments include up to 150 triggers for
the same intended response.
With attribution careening between
mobile, tablet, desktop, and traditional

Lori H. Zeller is
managing partner of
THOR Associates, a
multichannel marketing
agency. She can be
reached at lori@
THORassociates.com.

channels, how does one define ROI?
Is frequency the key to metrics? Gross
impressions? Or perhaps the futurists
are right, and we will soon measure
response by the number of nanoseconds a brand captures. Using the data
acquired in capturing micromoments
will be a game-changer. KPIs and
methodologies must be refined continually, or the usefulness of the data can
be compromised.
Does this mean that marketers will
soon be microsurfing, micromobiling,
microwatching, and micropurchasing? Add the human element of the
so-called "internet of things," and
we will be able to identify consumer
engagement like never before. But
most of the tenets we have applied to
products in direct response for years
will still apply:
* Uniqueness
* Mass appeal
* Solves a problem
* Fulfills a dream
* Provides value
* Demonstrable
* Offers a "magic" transformation or
instant gratification
Even in the context of micromoments, these factors will never go out of
fashion. If orange (or whatever color is
"in" this season) is the new black, DR
must be the new BR.
electronicretailermag.com | electronicRetailer

11


http://www.electronicretailermag.com

Table of Contents for the Digital Edition of ER Magazine - July/August 2017

Happenings
Bottom Line
Out & About
Dispatches
Retail Movers
Dish With Rick Petry
Fair Trade
Making The Brand
Agency Insights
Law & Orders
25 Years of Tristar
Direct to Digital
Smart Buy
Classifieds
Advertisers’ Index
DR 101
Parting Shot
ER Magazine - July/August 2017 - Cover1
ER Magazine - July/August 2017 - Cover2
ER Magazine - July/August 2017 - Happenings
ER Magazine - July/August 2017 - Bottom Line
ER Magazine - July/August 2017 - Out & About
ER Magazine - July/August 2017 - Dispatches
ER Magazine - July/August 2017 - 5
ER Magazine - July/August 2017 - Retail Movers
ER Magazine - July/August 2017 - 7
ER Magazine - July/August 2017 - Dish With Rick Petry
ER Magazine - July/August 2017 - 9
ER Magazine - July/August 2017 - Fair Trade
ER Magazine - July/August 2017 - Making The Brand
ER Magazine - July/August 2017 - Agency Insights
ER Magazine - July/August 2017 - 13
ER Magazine - July/August 2017 - Law & Orders
ER Magazine - July/August 2017 - 15
ER Magazine - July/August 2017 - 25 Years of Tristar
ER Magazine - July/August 2017 - 17
ER Magazine - July/August 2017 - 18
ER Magazine - July/August 2017 - 19
ER Magazine - July/August 2017 - Direct to Digital
ER Magazine - July/August 2017 - 21
ER Magazine - July/August 2017 - 22
ER Magazine - July/August 2017 - 23
ER Magazine - July/August 2017 - Smart Buy
ER Magazine - July/August 2017 - Advertisers’ Index
ER Magazine - July/August 2017 - DR 101
ER Magazine - July/August 2017 - 27
ER Magazine - July/August 2017 - Parting Shot
ER Magazine - July/August 2017 - Cover3
ER Magazine - July/August 2017 - Cover4
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