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The New Mobile Marketing and How to Make the Zero Moment of Truth Count

Posted @ 2:56 pm by The SolutionSetter | Category: Digital Marketing, Mobile | 0 Comments

By and large marketers are just beginning to scrape the tip of the iceberg when it comes to the potential of location-based marketing. A recent Screen Media Daily report called location the “new currency of marketing”, and it’s hard to disagree. We wrote a little bit earlier about how iBeacon is set to change the indoor retail environment, but by the time the customer is in your store half the battle’s already won. There are a number of ways you can reach shoppers in those precious moments when they’re still deciding if and where they’ll go to purchase goods or services.

Google research shows that 50 percent of all mobile searches have a local intent, and 17 percent of mobile searches happen on the go — when people are between work and home or otherwise out and about. These searches are generally informational and occur at a point when the consumer is most receptive to advertiser messages.

Think about your own experiences. Imagine you’ve just left a morning meeting across town and want to grab lunch before you head back to the office. Assuming there’s no suitable restaurant in your line of sight, your go-to is likely to reach for your phone and open Yelp or Google Local, or to search in maps or the browser for a place that suits you. It’s at this point that a well-timed offer —  relevant to your location and your search — is most likely to persuade you to choose one restaurant over another, perhaps even one you’ve never tried before.

Google calls this first mobile interaction the Zero Moment of Truth, after Proctor & Gamble’s famous First Moment of Truth – its name for the first moment when a customer encounters a brand’s products on the shelves of a store and is open to the suggestion of one brand over another. In the ZMOT it’s the first mobile interaction being defined, but the receptivity to suggestion is the same. The customer is already looking for a lunch spot (or auto mechanic, or shoe repair, or pair of jeans…). In that moment, when it’s contextually appropriate, it’s up to marketers to a) let customers know when they’re nearby and b) entice them with an offer or promotion.

Location-based search advertising

Just as in the above lunch-seeking example, a successful location-based advertising strategy places ads on relevant mobile platforms to take advantage of the customer’s need for information at that exact moment in time. Google’s Mobile Search Moments study shows three out of every four mobile searches trigger follow up actions, anything from further research to a store visit and purchase. And of those, 55 percent of conversions (store visits, phone calls, or purchases) occur within the hour – and 81 percent within five hours. So as you can see it’s absolutely essential that retailers, restaurants and other consumer businesses are positioned to take advantage of those mobile search referrals, whether that’s advertising with Google or in a location-based app like Yelp.

Push notifications

Push notifications aren’t generally location-based, but that doesn’t mean they can’t be. If you have an app, push notifications are a great way to let your most engaged customers (as those with your app and notifications enabled are likely to be) know valuable information. But value is the key here. Make sure whatever message you’re pushing out is worth the interruption. Don’t double down on an email with a push notification repeating the same information. They’re best used when reserved for time and location-sensitive, relevant information.

And as with any approach that uses real customer data – whether that’s demographic, behavioral or locational – remember to be respectful of your customers’ time and privacy.

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