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