In the current marketing landscape, we shouldn’t be using buzzwords like ‘Digital Age’ and ‘mobile marketing.’ Those things aren’t coming or even upon us – they’ve passed, according to Casey Carey, VP of Marketing at Google.
“Mobile came and went. Talking about mobile [implementation] right now is like talking about color TV,” said Carey during a mainstage panel at The CMO Club Spring Summit.
What we should be doing is having fewer discussions about digital trends, advertising tactics and media channels, and more discussions about how purpose-driven content marketing plays into showing (not telling) customers who we are as a brand and what we do. Specifically, marketers should think about the idea of micro-moments coming together to guide the customer during the research, discovery and question stages of the buying process.
To quantify this, Google did the research:
They tracked a 32-year old woman who was looking to buy a new car. The woman visited 14 brand sites, before cutting her decision down to 8 different models. However, it wasn’t that simple. In order to choose even those 8 models, she also conducted 139 Google searches, researched 68 manufacturers, checked out 14 dealers, watched over 14 videos and skimmed through countless web pages.
What was the final takeaway? Carey and his team found out that it took a customer over 900 micro-moments to make a purchase decision for a new car.
A lot more complex than simply going into your local retailer like years past, but where does your brand fit in all of this?
Creating small, impactful moments between customer & brand
Emily Culp, CMO of Keds, mentioned that it takes micro-content to create all of these small, individual moments. She said each chapter must stand alone as a small win in order to expand to macro levels. Like a double-helix Rubix cube coming together to form one organized block.
Another thought that perhaps goes against conventional wisdom, is that the platform or channel becomes secondary – or even irrelevant – when creating a great message.
Rich Kylberg, CMO of Arrow Electronics, pointed out that you need to start with the story that answers fundamental questions about your brand purpose and resonates with customers in a profound, beautiful way. It was this mindset that led to the Arrow team creating a semi-autonomous car for Former IndyCar racer and quadriplegic, Sam Schmit. They wanted to show the humanity of their brand, inspiring and uplifting people to always look forward in life. The resulting video resonated with Kylberg and his team on a very deep level, and they hoped it would do the same for their customers.
Then, and only then, did they consider channels that would make sense for their customers, creating a more powerful delivery.
“At the end of the day, you can’t force other into your journey,” said Carey. “You need to understand their journey.”