An unpublished research interview with Erica D’Aloia, Manager of Ecommerce Traffic for Godiva Chocolatier. The topic explored the idea of upgrading RFPs for CMOs to consider the mobile customer journey uniquely. Special thanks to Mike Grehan of Acronym.
How are micro-moments and shift in mobile behavior shaping the RFP process (or not)? How are micro-moments changing marketing strategies?
The word ‘Mobile Behavior’ initially threw me off – where I think of this more as use and importance of a device. I am in agreeance that this is the central portal which has become the most value tool in a person’s life and the most valuable platform for brands to be in the right place at the right time for those micro moments. Breaking down Macro strategies in Micro strategies.
The path to conversion paired with the correct content (tips, tricks how to and more), helps confirm that buyers are making an educated decision in a product. Also helping to build trust with a brand.
Have digestible content, which is tailored to the ‘you’ and ‘me’ in the now but also nailing the aspirational part of the ‘you’ and ‘me’. The aspiration part drives emotional connection or the curiosity of the I-want-to: know or do.
The need for a mapping out different KPI’s to different stages of intent. Understanding the lifetime value.
Brands need to be able to speak to and hitting customers throughout their micro-moments and understand the new customer journey around awareness, consideration, decision and loyalty. Understanding what type of content should be actionable or content for someone to consume.
Preference shaping and being adaptable, marketing strategies constantly tweaking and testing different strategies and moments.
It’s is not a ‘push’ marketing world anymore it’s a ‘pull’ from customer environment.
What can brands and agencies do to improve the RFP process to help companies be more relevant to evolving customers?
Brands understand who they are and where we want/should fit into consumers lives. They know the ideas and why’s behind the creation for a product, having a target market (customer) in mind.
Customer understand the micro-moments, they live them every second of everyday (who they want to be).
Agencies help connect those dots in where we need to and what exactly we need to be saying at those times (know your audience). I think if a brand teaches the agencies the ‘whys’ behind what they stand for or the new & existing product they create it helps agencies tap into the correct strategies.
Making moments into keywords. Mapping ads to content.
“Mobile has become the most value tool in a person’s life and the most valuable platform for brands to be in the right place at the right time for those micro moments. The RFP now must account for breaking down Macro strategies in Micro strategies.
Agencies need to help brands speak to and connect with customers throughout their micro-moments and understand the new customer journey around awareness, consideration, decision and loyalty. More so, work with brands to understand what type of content should be actionable or content for someone to consume is also critical in these moments.”
Brian Solis, Author, Keynote Speaker, Futurist
Brian Solis is principal analyst and futurist at Altimeter, the digital analyst group at Prophet, Brian is a world renowned keynote speakerand 8x best-selling author. In his new book, Lifescale: How to live a more creative, productive and happy life, Brian tackles the struggles of living in a world rife with constant digital distractions. His model for “Lifescaling” helps readers overcome the unforeseen consequences of living a digital life to break away from diversions, focus on what’s important, spark newfound creativity and unlock new possibilities. His previous book, X: The Experience When Business Meets Design, explores the future of brand and customer engagement through experience design.
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