Los MOMO: En busca del momento perfecto en “Moment Marketing”

June 23, 2016 Back to blog

¿Has oído hablar de los MOMO? Quizás no, pero, ¿te suenan de algo los Micro-moments de los que tanto habla Google? ¿Ahora empiezas a recordar? A continuación, vamos a (tratar de) dejar claro en que consisten estos “momentos” tan preciados a día de hoy por cualquier compañía.

Los usuarios permanecen permanentemente conectados a un entorno de consumo y reciben en sus dispositivos información de manera instantánea y permanente. En este contexto, las marcas han de estar presentes en el instante preciso en el que tienen la oportunidad de influir en la decisión de compra del consumidor.

Las empresas se sirven del “Moment Marketing” para entender y predecir esos momentos de máxima oportunidad o MOMOs. Estos instantes son los más propicios para que los usuarios puedan sentirse atraídos por los productos que ofrecemos, y los consideren como una necesidad.

 

Los Micro-Moments de Google vs los MOMO:

 

¿Son tan diferentes los MOMO de los Micro-Moments? La respuesta es no. Desde Google se define a los Micro-Moments como aquellos momentos de toma de decisiones y definición de las preferencias en función de la intención del consumidor durante todo su recorrido.

Estos micro-moments componen el núcleo fundamental de ese nuevo modelo de marketing que es el “moment marketing”. Más información aquí: http://www.ad-pure.com/moment-marketing-resources/moment-marketing-los-micro-moments-como-elemento-fundamental/

 

moment marketing_ebook_Ad-Pure

 

Los MOMO nos permiten:

-Entender lo que es relevante para nuestras campañas: Para ello, es fundamental servirnos de factores como la situación geográfica, el clima o los eventos que se estén llevando a cabo a nuestro alrededor nos ayudará en gran medida a segmentar nuestra audiencia y llegar a quien está dispuesto a escuchar lo que tenemos que decirle.

-Optimizar nuestras acciones: Llegar rápidamente nos permitirá ser los primeros ante cualquiera de nuestros competidores. Gracias a los MOMO nos volvemos más ágiles a la hora de lanzar nuestras campañas, e incluso nos dan la capacidad de prever cuál será la norma en el futuro.

Saber cuáles son las necesidades de nuestros clientes: Para ello, es imprescindible ponernos en su lugar y utilizar nuestro instinto marketero: ¿Qué es tendencia?, ¿qué puede atraer al consumidor de nuestro producto? La respuesta está en el contexto, sólo tenemos que observar qué está sucediendo.

Lanzar la campaña en el momento oportuno: Enviar el mensaje correcto en el momento preciso es la clave. Con los MOMO conseguiremos crear una estrategia inteligente, personalizada, interesante y satisfactoria para la audiencia.

Tener conciencia sobre nuestras ganancias o pérdidas: Medir los resultados de nuestra estrategia se nos hace más fácil gracias a la automatización del marketing mediante herramientas especializadas. Encuentra más información aquí: http://www.ad-pure.com/product/

watch-moment marketing-Ad-Pure

 

El “Moment Marketing” como la unidad que engloba todos estos MOMOs:

 

El “Moment Marketing” –real time marketing o marketing just in time- basa sus objetivos y su posterior eficacia en que las marcas ofrezcan sus productos en el momento exacto en que los consumidores necesitan dichos bienes están dispuestos a comprarlos.

¿Y cuáles son los elementos que nos llevan a esos momentos tan precisos?

A la hora de lanzar las campañas, el “Moment Marketing” tiene en cuenta:

– Quién necesita el producto.

– Cuál es la motivación del consumidor.

– Qué contexto le rodea: tanto físico como emocional.

– Qué se puede hacer “aquí y ahora” para dar al consumidor lo que necesita en este preciso instante.

Según IPMark, el 38% de las empresas que utilizan este tipo de marketing en sus campañas han aumentado sus ingresos anuales en más de un 25%. En comparación con las marcas que realizan un marketing de tipo masivo –precisamente lo contrario al “Moment Marketing”- el aumento ha sido de un 12%, según un estudio de Accenture.

Estamos en un mundo en el que al consumidor le llegan los mensajes publicitarios desde cualquier punto. El anterior estudio reconoce además que el 20 % de los consumidores podrían estar interesados en los mensajes que les llegan en campañas de marketing masivo.

En base a lo anterior “moment marketing” se considera:

– La estrategia omnipresente, donde los anunciantes aprovechan momentos cruciales para hacer anuncios a tiempo real.

– Utiliza mensajes publicitarios contextualizados.

– En el dispositivo adecuado.

– En los canales de marketing más relevantes.

Moment Marketing -fashion-person-woman-hand-medium

Si aún quieres saber más sobre “Moment Marketing”, echa un vistazo a este eBook: http://www.ad-pure.com/moment-marketing-resources/moment-marketing-la-estrategia-digital-clave-en-2016/

 

¡FELIZ SEMANA!

 

 

 

 

 

 

Referencias: IPMark http://ipmark.com/marketing-just-in-time/

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