When people search Google or YouTube for topics related to your brand, it’s vital that your brand appears at that very moment. If users decide to click, read or watch, their attention is yours. Win that moment and the quality of the contact soars. But shifting focus to quality per contact means that a 12-month plan with four campaign bursts is no longer effective; the moments worth winning happen 24 hours a day, 365 days a year.
Moments. We don’t remember days. We remember moments. The moment on train to work, when the couple kissed passionately as they said goodbye. You made a mental note to always kiss your loved ones before leaving them. That’s a moment that matters to you. How can you ensure that consumers will have memorable moments with your brand?
"Eighty percent of success is showing up," Woody Allen famously once said. This is crucial in digital. The moments you decide are important to your brand are moments you should put money behind; you invest in the moments that matter. When people search Google or YouTube for topics linked to your brand, you appear; you welcome them. If they decide to click, read or watch, you have their attention; win that moment and the quality of that contact just did a 10x. Quality per contact is your new focus. To do this properly, you have to skip that 12-month plan with four campaign bursts, because the moments to win happen 24/7 365 days a year. People are consumer driven and they don’t care about your annual plan. If they are looking for you, you better show up to have the right to play in 2015.
Eighty percent of success is showing up.
That said the fundamentals of marketing haven't changed, but the landscapes where marketing occurs have been totally disrupted by technology. For example, using the theory of Moore's Law, Andrew McAfee calculated that by tracking the development and innovation of technology from 1958, by the year 2006 we would start to see an accelerating development that is hard to understand. If we look at what the technological world has produced from 2006 onwards, we now have iPhones, YouTube, Facebook, driverless cars, 3D printing, wearable technology, cloud computing, speech recognition, robotics and virtual reality to name just a few. That’s more than your grandparents experienced in their lifetime.
This landscape is where your brand is now living, and it will change further at an even faster rate. Now more than ever you need to know how to nurture your brand. Which moments are important to your brand? There are more than 5,000 commercial messages thrown at us everyday - how are you going to stand out? Be remembered? One thing is that in a disrupted world and the shift in how to do marketing, there will be a period with an enormous waste of communication, where the bottleneck is not reach and frequency. We are at that moment in time, and that moment matters, because you have to change and you have to be smart.
In 2011, we introduced you to the Zero Moment of Truth, or ZMOT, which describes a revolution in the way consumers search for information online and make decisions about brands. In 2015 ZMOT has continued to grow in importance and scale, and as consumers’ behavior evolves, so must the ways in which brands engage those consumers. But in today’s always-connected, mobile-first world, how do brands win ZMOT? Here we share four tips for how to gain a competitive advantage:
1. Use search to uncover and understand the moments that matter
2. Be present in the moments that matter
3. Have something interesting, relevant and/or engaging to say
4. Measure the impact
Think about what your brand does to be remembered. If it is a three week burst on TV, it’s just short-term. Brands who combine the best of traditional media with an always on digital approach to win the moments that matter are the ones we will remember in 5 years, because they will still be there. That matters.