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BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
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Why our biggest opportunity is the smallest moments Matt Lawson Director of Ads Marketing
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Transcript of BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson
Why our biggest opportunity
is the smallest moments
Matt Lawson
Director of Ads Marketing
We’re tuning in more than ever.
Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music
playlist
8:30am
At work, book
Coachella tickets
11:36amOn bus, check email
for sales this
weekend
5:29pm
Browse festival
styles on
YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to
Creole food truck
1:13pm150Xper day
Kleiner Perkins Caufield Byers, May 2013
MICRO−MOMENTSTHE NEW BATTLEGROUND FOR
BRANDS
Cathy breaks her milk
frother while doing dishes.
She quickly turns to her phone
to find a replacement.
Meet Cathy
bodum milk frother
Meet EricaErica wants to move into
a bigger home. The long
process advances over
many stolen moments.
mortgage calculator
20%increase in mobile's
share of online sessions
18%decrease in time
spent per visit
29%increase in mobile conversion rates
Google Analytics aggregated data, 2014-2015 for April 1-14, US
Google Analytics aggregated data, 2014-2015 for April 1-14, US
Google Analytics aggregated data, 2014-2015 for April 1-14, US
OUR BIGGEST OPPORTUNITY
is the
SMALLEST MOMENTS
SOME MOMENTS
MATTER
MORE THAN OTHERS
TIME−FOR−A−NEW−ONE
MOMENTS
Cathy, 42
MARKETING IMPLICATION
Make it easy to ‘check the box’
and make a quick purchase –
whether in-store or online.
To quickly replace her broken
milk frother.
AUDIENCE
8:36am, in her kitchen
CONTEXT
INTENT
ONE-STEP-AT-A-TIME
MOMENTS
Erica, 32
MARKETING IMPLICATION:
Give consumers the information
they need, across devices, to
earn their trust and their
purchase.
Erica wants to advance her
dream of owning a new home.
AUDIENCE
10:14am, on a mobile device
CONTEXT
INTENT
SEPHORA Connected the dots
is there.
HELP−ME−CHOOSE
MOMENTS
is there.
I−WANT−THAT−LOOK
MOMENTS
LOOKS−LIKE−I’M−STAYING−THE
−NIGHT
MOMENTS
is there.
Identify your
micro-moments
Deliver on needs
in-the-moment
Measure moments
that matter
CONNECT THE DOTS
1 2 3
g.co/micromoments
ARE YOU THERE?
THANK YOU
CONNECT THE DOTS
