Page 15 - AeM_May_2021

BEST PRACTICES & STRATEGIES

Interestingly, the German digital marketing agency, For the success of the micro
eProfessional, absorbed Google's idea of micro- -moments approach in the
moments and expanded it across channels, since micro SEA, it is important to pro-
-moments do not only take place in the Google uni- vide a separate KPI set for
verse, but in channels outside of search such as dis- measuring success. In con-
play and social media, too. trast to hard sales, key fig-
ures such as CTR, length of
“With the plan of approaching your own target group stay, or page impressions
through their micro-moments, you get a completely new per visit apply. Ideally, a cus-
perspective—away from the product, towards the inten- tomer journey analysis tool
tion of the target group—which changes a lot, especial- is available with the micro-moments’ strategy so that
ly in the SEA. You start to set up the keyword set much the effect of the advertising measures can be precisely
more generically and move away from a purely perfor- tracked.
mance-driven view”, the company explains, and gives
Pampers as a good example. In a nutshell, the advantages of the micro-moments’
strategy are preventing to lose the target group to the
Although, as we all know, Pampers is primarily known competition between branding and performance, the
for diapers, the brand appears in a search query made fact that thousands of positive user experiences can be
for “nutrition during pregnancy” and offers recipes for created with your brand, which puts you in pole position
pregnant women on the following landing page. Pam- in the relevant set of your target group when it comes
pers has understood that it is important to approach the to a purchase decision. Not to mention that micro-
target group very early on, namely all those who will moments work both cross-channel and cross-device.
later buy Pampers diapers. And the brand implements it
with a very suitable text ad and an equally suitable To get in front of the consumer, brands must be able to
landing page. Obviously, Pampers is not concerned shape demand by continually adapting what they offer,
with sales here, but primarily with establishing a contact when they offer it and at what price for each consumer,
to the target group and ensuring a positive experience in each micro-moment. ◊
with the brand. This will later have the effect that Pam-
pers is the chosen brands when it comes to the deci- By Daniela La Marca
sion to buy diapers.

April 2021: Immersive Technologies in Marketing 15