Archive for category Captive Mind

Subliminal Moment of Truth – Redefining engagement with captive minds through Mobile technology

An Empty mind is marketer’s paradise, is so true, ultimately every modern marketing strategy today while being written is on the shifts seen in consumer behavior cycle starting from  impulses through desire to demand, and what is phenomenal, is that, such basis have always brought in solutions which become the part of a business paradigm. Let’s see, how some of them have revolutionized marketing strategies; Moment of Truths by P&G, which talked on showcasing the product (first moment of truth) went on the bring in the visual merchandising & packaging as one of the prime component of retail strategy; followed by experiences on consumption (Second Moment of Truth) to become feedback for product improvement & innovation, testimonials for the artifacts to encourage prospects in the process of being lead. Then came the era of searches, as the searches started growing in prominence, the resonance was reflected  in Google’s Zero Moment of Truth, theory on searches, solutions are quite evident in terms of presence in terms websites, audio-visual aids on various platforms, ad words, usage of keywords with what the prospects search, to reflect in the top search ranking.

In all the paradigm mentioned above, we see reflection of the buying behavior, what comes more appealing is that engaging customer at the right time, right place & with right messaging, no doubt the phrase of ‘rights’ looks so simple but it isn’t. We have been seeing through the Great social Media revolution, which is now been used by every business to engage their prospects, but it’s still not clear on time & place. The right time, in many cases are engaging an empty mind or idle mind of an individual, and direct them to what you want. As a marketing professional, when we question on our efforts being enough on engaging our prospects, down some where answer is,’ no’.

Thanks, to the all-round development in technology in past 5 years, what is seen, the opportunity in engaging people are growing through the horizon. Smarter, lighter & customer centric application have enabled the growth in dependence on personal devices, to an extent that today you have avenues to reach your prospect, through them. You just need to be smarter and have customer centric attitude in you.

Empty mind or in other words captive minds are huge potential today, if I would have to talk on the same couple of years back, people would have stared at my thoughts, but today, it isn’t the scenario. Have you actually seen how an ideal individual spends his day, lets look at the balanced media diet, courtesy Steven Leckart in Wired Magazine issue 17.08  shows an illustration of time spent by individual on various sources of entertainment like starting from Television, social media, micro blogging, gaming and so on.

What comes across is that, smart devices are becoming more and more prominence in an individual’s life and in some cases they accompany the individual with the source of entertainment, the relation of smart devices with sources of entertainment is of symbiotic nature. Hence, it is very important for any brand today to be present to capitalize on the empty mind or idle mind, and have mobility options in their strategy. The challenge here is if you could engage that state of mind creating an impact on the subconscious mind, you have An Empty mind, which is marketer’s paradise.

With this, I am tabling across, today, a paradigm of engaging, captive minds or idle minds or an empty mind, which is the Subliminal moment of truth, in other words, it is engagement of that state of mind, where an individual has nothing scheduled and looking for sources, any activity involved in engaging that state would result in greater engagement with the brand, leading to other Moment of truth mention above. Subliminal Moment of Truth, brings in relevance of integrated messaging through various modes & Mobility Components (Smart Devices), in some form or other in terms of applications, mobile advertisements, campaigns which goes in your marketing strategy to engage prospects. Hence, it is very important for any brand, to have their mobile strategy in place, to engage such idle minds. To give you an example, Click on the link An Empty Mind is Marketer’s Paradise – Leveraging Airports To Enhance the Customer Base, is an perspective to engage people using an interactive mobile app, which would lead to Moment of Truth, and more over creates a deeper impression in the mind, which goes to become talked topic. Check the video which stress on the growing dependence on mobile devices.

Thanks to company like Google, Apple, Samsung, Microsoft who have been continuously innovating and emerging thought leaders in the mobility, their every release sets a new paradigm for marketers to engage with their prospects. Subliminal Moment of truth, gains more momentum when you check the statistics of the usage of mobile in one of interesting info-graphics shared by Sarah Kessler in an article in Mashable.com on Mobile Marketing,  indicates the internet usage on mobile would overtake desktop by 2014, Mobile tags provide more product information like comparison shopping offers than traditional barcodes, 86% of mobile internet users are using their devices which watching TV (Opportunity for marketers to engage), 29% of mobile users are open to scanning a mobile tag (interesting applications could increase brand engagement), 91% of mobile internet access to socialize (integrated approach with digital media could have a far reaching effects). Interestingly to note  how people use their mobile phones; 61% for gaming, 55% for weather, 50% for maps/ search, 49% for social networking, 42% for music, 36% for news, 33% for entertainment, 25% for dining and 21% for videos. Aren’t these statistic enough to show how the paradigm of Subliminal Moment of Truth i.e engaging empty or idle mind through mobile application is possible. In fact, if you don’t have the mobile strategy for your product you have missed on something.

You Could reach me on adarsh.pete@gmail.com or connect with me on  linkedin

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An Empty Mind is Marketer’s Paradise – Leveraging Airports To Enhance the Customer Base

Facebook has over 250 million mobile user, advertiser expense for location-based services would set to approach $ 10 billion dollar by 2016, The rise of tablets allows airlines to come out with interactive apps to book tickets, a tweet which said around 30 airports in US would be able to access through free wify, HTML  5  is set to revolutionize the standardization and features for mobile devices. Does it ring the bell, if not check?

Millions of passengers use airports annually across the world either on one way or round trip, at an average people would be spending anywhere between 3 hrs – 8 hrs after check-in of their luggage, any idea, what happens? What have been emerging more appealing than the duty-free shops, window shopping & youthful staff around, is the world of internet, running through their smart devices, which could keep him occupied with things which would keep him away in his / her normal routine life. His / Her tablet or laptop or smart phone is the only device left after checking.

What could be true is using this captivated time, which I call a subliminal mind, of an individual, which is with clutter of prospective running in the mind, whether read a magazine or go around window shopping or check in the duty-free or stare at hanging advertisement banners or chat with the fellow passenger and what is very predominant among the clutter is use his/her phone, either with the bandwidth what his service provider has or the free wify in the airport. Have we thought, what an opportunity it throws for eCommerce platform, then imagine a digital display on your device, while you enter the airport premise, which says

“You are now in world of ABC eCommerce, kindly download the app on to your device”

This app, enables every passenger who have the Bluetooth on, to get the app, which helps him to gain the limited access, which is sponsored or in alliance with service provider at the airport. This access gains authentication (resolving the security issue), and starts the interaction with your prospect, who was cluttered all this while and you have channelized him to what you want, you are accessing him to posts in his social networking site and list of guided things.

“Lets’ do window shopping”

A feature, which is the lonely passenger’s friend, using the GPS navigation or equivalent technology, you are guiding him through the airport, helping to window shop, through your searches and comparative pricing with online on your site, in a way that you are showing the benefits with you and helping him to capture munchies while he is on board.

“Check the QR code, Hi, You have a surprise”     

Features which could allow you to identify the sponsored QR codes to entitle discounts on your online stores and free buys, to make the experience more exciting, eCommerce could use augmented reality, to click him pictures across to cherish his memories, all this happening under your umbrella of access, allowing you to be where his posts are.

“Do you want us to connect to your friends through Facebook”

What could be the next logical step once you are through with you checklist, start conversation with your friends, tweet on the services, link networks, share picture which are branded with you.

“Check what your favorite airline has for you to offer”   

These are what eCommerce platform leverage on, is channeling the airline’s loyalty program to your site, allowing passenger to shop, leverage on promotions. This would get a connect with your customer, understand the taste and what brings you closer to your customer centric strategy.

“How about you munch on what you saw, searched, connected, while you are on board”

Once you are about to go on the airplane mode, the application allows you mull the activities, and allows you now to create post, write remarks, check what you have been looking as fads, are they trending, which could be brought in your decision process, and once you are online, allows you to update on your platform, as one of the engagement.

eCommerce today has enormous potential, thanks to technology advancements, tablets & smart phone, it is up to  the player to decide, to explore the new segments to be in and get the user base by being as close as possible with the customers . The above narrative, is just an example to how customer engagement could be taken to a different alter all together, through the shopping online, writing reviews on the products (good adrenaline dosage for people), as this is the time when people have their thinking hats on and allowing you to be in the subliminal mind, which would definitely give you ROI, if not immediate, then future definitely.

You Could reach me on adarsh.pete@gmail.com or connect me linkedin

Tips for eCommerce

  • Airports throw enormous opportunity to build customer engagement and footfalls
  • It is just not important to be there in terms display banners, but makes more sense if you could relate your online experience  through mobile & tablet apps, which brings consumers closer to the platform
  • The Narrative is a good example of an App.
  • Especially Player who operate in the Travel & Leisure category, have you tried this, then check this stats which says, trials for the new ebookers.com website showed that 70% of hotel booking made through the new mobile website were for same day Check-In.

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