Micro Moments Are Small, Be Efficient
Consumers’ lives are more time-compressed than ever, and therefore so is the marketer’s challenge. Fox Television announced the advent of the 6-second TV ad, matching the increasingly blinding pace of digital communications. So make sure you avoid the big wind-up and get right to it, or the mighty thumb will have swiped your message into oblivion. Geico has done a particularly nice job of creatively acknowledging the time urgency in this context.
Focus on the Job to Do
An issue I see over and over again in integrated marketing is the drive to craft every piece to do every job, from delivering brand messages, to articulating proof points to closing the sale. That’s just more than most vehicles can possibly hope to do, let alone a brief encounter in micro moments. Focus on that one critical thing you want to accomplish in that brief touch, and craft every element to furthering that goal at the expense of every other. Then step back and squint at the whole system of messages to make sure you’ve covered the necessary bases — but don’t try to get it all done at once.
A big part of the motivation for the little digital snacking moments we all engage in, while standing at a bus stop or sitting at a traffic light, is to pop a bit of fun into our day. In a world where everything competes with everything, your brand communications now need to be every bit as intrinsically entertaining and rewarding as a tweet from Ryan Reynolds or a Facebook post from crazy uncle Bill. Look for that smile, chuckle, sigh or tear that you can elicit with your work and deepen the relationship just a bit more.
The bar seems to be continuously rising on marketers: more complexity, proliferating technology, greater expectations, and now less time to get the job done. But by bringing the right thought process to how you make the most of those micro moments, you can still get it all done.
Now pardon me, I have to check my phone.