As marketers, we have always known the value of reaching out to the right audience at the right time and place; however, timing is more crucial than ever in today’s date and age. With advancing technology and easy access to mobile devices at everyone’s disposal, people have changed and demand fast service and solutions, and – time is the quintessence of digital and mobile marketing.
Google research in 2017 says that the search terms like ‘open now’ and ‘near me’ has increased by 200% in the last two years. Similarly, other time-focused search terms like ‘same day delivery, ‘tonight,’ and ‘today’ also saw a huge jump. We are living in an era where using data to understand the demography and their interest attributes is not beyond expectation. Marketers are studying the user’s intent and redefining strategies to reach out to their potential customers at the right moment. Unsurprisingly, the users are spoilt as they have access to multiple options, impatient as they need information and solutions faster than ever. Marketers must know when and how to act based on the user’s intent and journey stage.
Understanding user intent on time: Intent-based marketing is a strategic move for marketers to predict and understand customers’ intention to purchase a product or service before they make the decision. Knowing how a customer could interact with a brand, from organic search to social media, helps marketers specify the most likely path the customers may opt for before final purchase. Once the way to purchase is understood, marketers can create and execute campaigns specifically designed to reach and influence potential customers. Understanding consumer intent, marketers can identify the right moments in the customer journey where ads will be most relevant.
For instance, a pre-cold medicine brand could map its customers’ past searches on Google or WebMD to narrow down users who might have early symptoms of a cold, and they are more likely to get relief and become better brand advocates. As a result, brand sustainability and conversion from searches to sales increased. This is a scenario of understanding user intent to provide the right solution to the users at the right time.
Understanding the stage of the user’s journey on time: Aligning the marketing messages to the right set of the buyer’s funnel is another example of understanding the value of time in marketing. Adidas used a mix of brand-oriented, aspirational messages for users who might be in the discovery/awareness phase and promotional messages for those who were ahead in the buying funnel/ conversion phase. Adidas uses real-time data to create ad relevancy. The brand works to create excitement and enthusiasm around the world of sports on a personal and relatable level. They use multiple social and retail outlets to converse with their customers. This creates a solid connection to keep them coming back for future purchases. Likewise, Adidas strives to be everywhere its target audience is to deliver a unified, unique & well-timed experience & marketing messages.
Providing faster & timely solutions: The overall impact of a brand on its customers also depends on how quickly a company can react to a customer’s behavior. Faster reactions and solutions to customers’ queries and problems go a long way in building brand association and ensuring effective marketing. When companies get more proficient in timing their marketing activities, they often realize another benefit freed-up time for brand building, creative development, and data mining. One of the most essential and fundamental things businesses need to get right is being proactive in alerting your customers when an issue arises and keeping them regularly updated with what your organization is doing to solve them.
2. Havard Business Review, May 2018, Time is of Essence: How Leading Marketers match Messages to the Right Moment Time Is of The Essence: How Leading Marketers Match Messages to the Right Moments – SPONSOR CONTENT FROM GOOGLE (hbr.org)
3. Havard Business Review May 2018, How Consumer Insights and Digital Have Led to Adidas’ Growth, How Consumer Insights and Digital Have Led to Adidas’ Growth – SPONSOR CONTENT FROM GOOGLE (hbr.org)
4. HBS 2017, Is Marketing in the Right Place but at the Wrong Time? Is Your Marketing in the Right Place but at the Wrong Time? – SPONSOR CONTENT FROM GOOGLE (hbr.org)
5. Image Credit Google images