The year 2016 promises to be a year of great innovation in the advetising industry driven by how customers use their mobile devices to discover, learn and share. This rapidly evolving in-the-now and on-the-go behavior gives way to what Google refers to as micro-moments, when customers increasingly rely on their mobile devices to inform and make decisions in their personal and professional lives.
At any given point in time, customers will reach for their mobile device and set out to “go, do, buy, learn, and watch” turning to the small screen based on what’s transpiring in real time in their lives (e.g. their situational need and context). Understanding their intentions, context and their expectations for immediacy and relevance, will help marketers more effectively reach their connected customers. But who are these customers and how do marketers reach them in these micro-moments of truth?
While many marketers are investing in multi-channel campaigns to reach customers on multiple fronts, mobile is still largely under appreciated. Whether you’re developing digital campaigns or buying media in relevant touch points, one area of immediate opportunity is shifting how you identify and group customers.
A More Powerful Way To Segment And Target Customers For A Mobile World
Historically, marketers have placed great emphasis on demographics and they should continue to do so. They still play a role. In a micro-moment world however, intentions and interests allow marketers to understand and reach customers in a new light. For example, Google found that marketers who try to reach their audience based solely on demographics risk missing more than 70% of potential mobile shoppers.
What’s the difference between demographics and intent?
Demographics use statistical data relating to the population and particular groups within it. Intent on the other hand focuses on the context, intentions and device in specific moments based on the customer’s desired outcome.
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