21 August 2017
What can you do with
five seconds or less?
In the age of content overload, sometimes that’s the only amount of time you have to make an impression on a customer. Regardless of whether a customer is researching a purchase on your website or browsing through email offers, that micro-moment is your chance to make a connection – or potentially lose the customer forever.
But why are micro-moments becoming such a necessity now? And what’s holding marketers back from executing them successfully? I shared my thoughts with the hosts of FIR B2B podcast last week, but here’s a quick recap for you:
Embrace the age of Customer Expectations
What’s driving the need for micro-moments? Primarily, a change in customer expectations. Breakthroughs in data analysis technology and Artificial Intelligence (AI) have allowed customer data to become widely available to marketers and brands. As a result, consumers expect highly personalized interactions across online and offline channels.
Time to get your Data in line
Data can help prevent major customer fumbles. For example, if a customer just experienced a flight delay, nothing could be worse than receiving a pre-scheduled email asking the customer to review their flight before it even takes off. Let this be a reminder for all: align your data from online and offline channels. Every customer interaction represents an opportunity, but only if customers feel like their interactions with the brand are seamless from platform to platform.
Make marketing run like a winning Jenga game
Remember the game of Jenga? Every piece had a place? Right now, the organizational structure of most sales and marketing teams looks a bit like a collapsed Jenga game. What we see often is a lack of communication – one business function owns the website, one owns the email marketing campaigns, one owns sales, etc. If these departments aren’t unifying their data and engagement strategy, they can’t effectively meet the customer’s needs.
VP Business Development and Co-founder
Dermot is VP Business Development and Co-founder at Boxever – a market-leading personalisation platform that uses data and AI to make every customer interaction smarter. Boxever is recognised by Gartner as a leading player in personalisation and ranked by Forbes alongside Google, Apple and Amazon as one of the most powerful examples of AI in use today.