As digital marketers, we are witnessing a radical shift in consumer experience expectations due to mobile micro-moments. When it comes to customer engagement, the expectation is that we deliver valued interactions before, during and after the fact — while making an impossibly complex, technologically enabled moment look and feel effortless. The days of “being in the moment” with consumers have yielded to the necessity of being with them in the micro-moment. True micro-moments are where needs are met, decisions are made and loyalties are earned in the split-second in which the customer turns to our services.

1. Mobile Micro-Moments
5 new realities influencing the shift from product
marketing to experience marketing

2. Immediacy. Utility. Precision.
Personalization. Consistency.
Those are just a few things that customers desire
from mobile applications.
As digital marketers, we are witnessing a radical shift in
consumer experience expectations due to mobile micro-
moments.
When it comes to customer engagement, the expectation is
that we deliver valued interactions before, during and after the
fact — while making an impossibly complex, technologically
enabled moment look and feel effortless.

3. The days of “being in the moment” with
consumers have yielded to the necessity
of being with them in the micro-moment
True micro-moments are where needs are met,
decisions are made and loyalties are earned in the
split-second in which the customer turns to our
services.
How do we address this fundamental shift from digital,
product-centric marketing models to mobile, experience-
centric goals? What are the ideal mobile micro-moments
archetypes from which we can find inspiration?

4. Look to the figure of the concierge for
inspiration
The art of a concierge lies in their ability to think
small while performing large tasks, an instinctive
capability to anticipate and account for small
needs, and to ensure that simple requests are
handled with speed, discretion and good taste.
The concierge is human-centered and focused exclusively on
delivering the best solution.
Effectively marketing during mobile micro-moments requires a
commitment to similar principles. Executing those principles
— and doing so in a way that appears effortless — requires
an understanding of the new realities that are influencing this
quantum shift in consumer desires.

5. Competing on Experiences
5 new realities influencing the shift from
product marketing to experience marketing

6. One
Marketing has become transitory
The micro-moment consumer experience is necessarily
transitory — it happens as the user is on the go.
That means the user must be able to instantly access
services that address micro-moment needs, such as the
most efficient route to a store location, quickly and with
precision.
The success or failure of any micro-moment marketing
strategy will be defined in the execution of transitions from
medium to medium, dialogue to dialogue and context to
context.

7. Utility is the new instrument of value between brand and
consumer. Like a concierge, marketers must work to remove
complications and deliver efficiencies to provide consumers
more of what they value most.
Two
Utility is the new currency

8. The technological capabilities of smart devices and smart
objects are uniquely equipped to provide marketers with
rudimentary contextual knowledge of the micro-moment
experience, but these merely provide superficial clues.
Don’t read an intent to purchase into external context.
To connect the dots between context and true intent requires
a holistic understanding of the shopper. That includes an
analysis of online behaviors and visibility into shopper profile,
coupled with the contextual implications of current location.
Those components together provide deeper interdependent
clues that marketers can use to effectively engage with users
precisely, with good taste and in the micro-moment.
Three
It’s about user intent, not simply implied
context

9. To flourish in this new transitional micro-moment environment,
marketers must be prepared to provide information to
customers when required, but also initiate contextually
relevant, personalized user engagement.
Success in this new age of mobile micro-moments requires
an evolution from mere accessibility to anticipation.
Accessibility requires an understanding of connectivity and
content. Anticipation requires a pre-emptive and predictive
understanding of customer desires and context.
Anticipating transitions and communicating with users, with
consideration of context and knowledge of your consumer, is
how you will win the battle for your consumers’ hearts and
minds.
Four
We are evolving from accessibility to
anticipation

10. Consumers’ desire for objects or discounts as intrinsic
rewards has given way to a new desire for experiences.
Mobile devices have come to exist as means to a greater
end: the role they play in helping users achieve a desired
experience.
Marketers would do well to remember that experience is not a
product of technology, it is a product of emotion.
Technologies and products can be commoditized, but
experiences cannot, especially in the micro-moment.
Five
It’s not about product, it’s about experiences

11. Thank You
Additional questions can be forwarded to:
Scott Forshay
Senior Managing Consultant
Mobility Product Innovation and Strategy
scott.forshay@gmail.com