Does this sound familiar? In the morning, you start your day by checking Facebook on your smartphone. When you get to the office, you glance through your emails making sure there aren’t any fires to put out. At night, you watch television and when you see something you’re interested in, you pick up the tablet laying next to you to research it.
How often do you interact with a screen in any given hour? If you’re like most people, you pick up your smartphone, glance at the television, or fire up your computer hundreds of times a day. Each time you do, you’re experiencing a micro-moment.
What is a Micro-Moment?
Google describes micro-moments well with this explanation:
“Want-to-know moments. Want-to-go moments. Want-to-do moments. Want-to-buy moments.”
These moments are when consumer intention runs high. It’s when people research, shop and buy. For marketers, they’re the magical place where campaigns get justifiable returns.
Because they’re such a hot spot for businesses, they’re also in high demand. Programmatic is helping brands steer consumers away from the competition by capturing their attention in the moment when it matters most. Here’s how you can do the same.
Identify Your Consumer’s Key Moments
When your consumer engages in a micro-moment, she’s looking for an answer to something. Maybe she’s only starting to learn about what you offer. Maybe she’s ready to buy but isn’t sure which company she wants to spend her money with yet.
Identify each of your consumer’s moments in the buying cycle. Then, decide what type of medium she will use to get the answer she’s looking for. Will she see a commercial on television and use Google on her smartphone to find you? Or will she see a recommendation from a friend on Facebook?
With those key moments in mind, you’re better equipped to program your advertising to reach your consumers at the right time in the right place.
Match Your Creative With Your Customer’s Moment-Driven Intent
As you design the creative your customer’s will see, it’s important to keep these micro-moments in mind. Consider your customer’s position in the buying cycle when building out the messaging you’ll use in your creative. Keep it targeted so your customer feels like your advertisement was put there just for her.
Measure and Move On
The beauty of programmatic advertising is how quickly you get data in return. The faster you can measure your campaign’s success, the faster you can find areas to improve.
Keep a pulse on your programmatic advertising success and adjust accordingly. But don’t jump too quickly to make changes. Wait until you have a healthy sample size before trying to diagnose what you did well and where things might have gone wrong.
Takeaways
Identifying the moments when your consumers are most likely to buy is the key to building a successful programmatic advertising plan. Research, create and then analyze your successes. Keeping your campaigns fluid and constantly changing to meet current consumer demands is the best way to see the ROI you’re looking for.