When determining how to engage users online, digital advertisers need to assess and understand the current state of consumer behavior. Today’s battle for attention and emotional connection — which go hand in hand with sales — is won (or lost) in micro-moments of the user experience. These moments shape consumers’ decisions as they continue down the buyer’s journey. So, it’s up to advertisers to seize these digital moments and make them really count.
In this post, we’ll offer tips on how brands can effectively target their users in these micro-moments and make an impact when the timing is right. Let’s dive in!
In today’s device-obsessed world, a lot is riding on mobile. In this realm, interactions between consumers and brands happen instantaneously. People now reflexively turn to their smartphones in the “I want-to-know,” “I want-to-go,” I want-to-do,” and “I want-to-buy” moments — the micro-moments that are crucial. In fact, 91% of smartphone users look up information on their smartphones while in the middle of a task. These billions of small moments are big chances for brands to reach the user when they’re in an emotion state of mind, which will incite a deeper connection. Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.
Let’s hone in on that emotional state. If a user is playing an in-app game on their mobile device and they experience milestones or achievements throughout the process, advertisers should match their ad placement and timing with the way these users are feeling. In “achievement moments,” consumers are most emotionally engaged and more statistically proven to convert. It’s the brand’s responsibility to define how, when, and why that moment is meaningful. With the right strategy, advertisers will effectively meet consumers’ needs when it matters.
Now, let’s walk through key steps to doing mindset targeting right. It is the emotional gain that leads the mindset targeting methodology, which derives from one of the most basic foundations of marketing and psychology: People are irrational beings and our decision making process is almost entirely emotional. What resonates with with your customer isn’t as much your product as it is the emotional gain.
Here’s what to do:
- Really know your users.
The first step is ensuring you really know your potential customers. Be able to answer questions about their life, interests, and dreams.
- Show it by showing up.
Show don’t tell. Instead of telling visitors how amazing your product can be for them, simply show it by using images, colors and the right headlines. A recent study showed that the color of a logo affects consumer emotion towards its brand. Furthermore, make sure your ad placement and timing is on point. Be there during achievements or other emotionally charged moments and the user will not only notice, but have a positive engagement and experience with your brand..
- Test, test, test!
Don’t forget to A/B test your concepts and strategies. Once you have your campaign planned, it’s time to test it and gain insights about your customers. This is how you can derive meaning from your efforts.
These best practices will help you increase user engagement by finding that sweet spot, the place where brands become trusted advisors and ads become fun. Now that you know how to do it, happy engaging!