By: Ekaterina Tsvetkova
VP Marketing, Strategy Matters
Google has recently conducted some cultural ethnicity-oriented research as part of its exploration of how consumer behaviour is changing. This was designed to help gain an understanding of the needs of real people. Research insights include the conclusion that consumer decisions don’t happen in any logical or traceable order. Instead, they happen at seemingly random times in a consumer’s life – what Google has defined as ‘micro-moments.’
Micro-moments are those specific freeze-frames in time when a customer takes specific action based on a perceived need. Good examples of the type of customer actions that define a micro-moment are actions to buy something, or todo something, or to watch something. This moments fulfill the customer’s conscious intention and this is precisely when decisions are made and personal preferences are shaped.
These micro-moments is a part of Google’s latest attempt to build on their previously successful concept and book, the Zero Moment of Truth (ZMOT) (www.zeromomentoftruth.com/). The ZMOT was a revolution in online thinking and was a part of the movement that transformed how online marketers approached strategies for brands in order to ‘win’ that moment where the attention of the audience happens before guiding them through the digital steps to a final purchase.
The purchase funnel is now much more complicated. Now, we all know that the digital path to purchase is clearly a nonlinear path.
According to Google, programmatic advertising is the way for brands to “reach the right person with the right message in the moment of opportunity.” Brands use programmatic to understand and predict consumer’s micro-moments with this access to the “detailed blueprint of consumer intent.”
What is Programmatic Advertising?
Programmatic advertising automates your decision-making process for buying media. It allows you to target specific audiences as well as specific demographics. Programmatic ads use AI – that’s right, AI! Ads are placed using artificial intelligence and the real-time bidding that underpins Google AdWords is applied for online display as well as for social media advertising, mobile and video campaigns, and even traditional TV advertising.
Go directly to the source – check out Google’s Brand Marketer’s Guide for tips on programmatic advertising. Now you can win those micro-moments for yourself and for your brands: www.thinkwithgoogle.com/programmatic-guide/