We are living in an age of ‘micromoments’ – the short but precious times when brands get to interact with the consumer. Our challenge as marketers is to maximise the value of each and every one of them.
Micromoments are driven by mobile. Between 50-80% of web traffic or content consumption in our consumer business is now mobile and this has completely changed how we approach key areas of our marketing.
At Philips we know that we can only make these moments matter if we understand where consumers are in the journey and ensure that our message is relevant. It’s not enough to just broadcast your message – you need to be targeting your customers at the points that their interest is piqued.
That’s because mobile has transformed what we used to think of as a linear consumer decision journey. The ‘old’ journey went like this: you wanted something, you did some research, you read a review and then you bought it. Afterwards you wrote your own review and became a loyal customer.
Since mobile earned mass adoption, this process has been broken down into a number of micromoments, with the consumer jumping backwards and forwards through these stages.
Philips has more searches on Amazon than via search engines. What should be the first stage of the journey is now happening on the shopping platform at the end of the journey.
People are in-store on a mobile device doing their research or reading the reviews. Our challenge is to understand where consumers really are in the journey and what they need in each of those micromoments.
Our solution has focused on three key areas: data and technology, obsession about customers and a revamped, faster innovation system.
The data and technology opportunity
Firstly, we have used data and technology to help us map and respond to these new journeys. It’s with these insights that we can truly understand our customer and, in turn, their needs.
Above all, data enables us to personalise the experience. We may know who you are because you may already have a product from us and you may be registered on our database, or you may look a lot like someone else we market to.
Technology is what’s allowing us to…