Wednesday, September 17, 2014

Micro Moments: The Crown Jewel of the Customer Journey

Using geo-fencing and geo-location technologies is an effective way to integrate and personalise the online to offline retail experience.

Marketing trends and technology, particularly around mobile, are changing rapidly. And operating systems, devices and applications are being developed quickly. Apple's recent announcements for its iPhone 6, iOS8, Apple Watch and Apple Pay are yet more evidence of the fast-paced growth in technological capabilities and the consumption of communication and media. 
So how can mobile technologies and data help us to manage the customer journey, and engage the customer better? 

So what we are really discussing here is geo-fencing, geo-targeting, usage of behavioral mobile analytics, and linking it to a data-driven multi-channel engagement lifecycle campaign. Sounds big, let’s break it down. 

The title ‘micro moments’ suggests that attention spans from mobile consumers are short, and thus have to be characterized by short, actionable, timely communications and with relevant content. This in essence works by – you’ve guessed it right – triggers that are sensitive to location, to the usage and the situation the customer is in: making it all highly contextual. 

Geo-fencing is a technology that allows the marketer to select a geographical point of where the user is, and surround them with a fence. If the user then crosses that boundary, they will receive a triggered notification (think altitude and longitude). We’re looking into one-to-one communication with the customer from a segmentation perspective. 

Geo-location is the ability to target consumers based on their general location. This is a one-to-many communication from a segmentation perspective. While these technologies have been around for sometime now, marketers and vendors are improving their reach, the ability to collect data (A.K.A stalking!) in big data modules, and aggregate it in sophisticated modules that allow them to serve the customer with much more relevant communication that results in higher ROI. 


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