Why we all need to study momentology

Field of Study

Momentology is the study of consumers and the digital media they use and engage with throughout the purchase funnel.

It's how you learn to be there in those moments when customers are looking for things you sell and know lots about.

MomentsUnderstanding Momentology is about learning to think about these moments and create strategies to ensure your business is there, is persuasive, and is growing.

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When you thinkabout itHow you think about and manage the purchase funnel has a dramatic effecton your marketing performance.

Businesses need to optimize digitalmarketing throughout the funnel.

This is how.

Create AwarenessBuilding awareness of your brand, brand story, products, and services ensures more consumers are going to be looking for you.

How do you build more awareness?

Be ConsideredBeing in the mix when consumers are shopping is essential.

How do you make sure your website is one of the tabs a consumer has open in their browser?

Why do we only optimize for our own web properties?

Be EvaluatedSo you’re on the short-list. Chances areyou’re going to get checked out.

Are your products and servicesany good?

Is your company the most or least persuasive of likely tabs open?

How do you make sure you check outwell in the places that matter?

Be PurchasedNice work. A consumer wants to buy from you.

How do you make sure you don’t fall at the final hurdle?

Optimize FeedbackYou've made a sale.

Now you've got to manage and optimizehow your customers provide feedback so you continue to check out well online.

How can you do this brilliantly?

For example…

Renault is launching its Trafic utility vehicle with a Knight Rider-themed brand campaign.

Broadcast / Mass Media

Organic Search

Paid Search

Display / Retargeting

Partners

Create Awareness Be Considered Be Evaluated Be Bought

Be Reviewed

Actions

• Put consumers in the middle of your SEO plans

• Study the momentology of your market

• Understand and optimize your media landscape, not just your domain

• Give the SERP Business Intelligence gathered the PR, Media, Commercial, Affiliate and Content teams

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