BrightEdge Share15 - 20: Content Performance Marketing: Blueprint - Matt Lawson

1. Why our biggest opportunity
is the smallest moments
Matt Lawson
Director of Ads Marketing

2. We’re tuning in more than ever.

3. Buy festival tote
for Coachella
next weekend
11:15pm
On the bus,
read about
Coachella lineup
8:42am
Use flashlight app to
find dropped earring
11:09pm
At bus stop, listen
to new music
playlist
8:30am
At work, book
Coachella tickets
11:36amOn bus, check email
for sales this
weekend
5:29pm
Browse festival
styles on
YouTube
7:15pm
Wake up and
check today’s
weather
6:50am
At lunch, play
Scrabble while
waiting in line
1:33pm
Use maps to get
directions to
Creole food truck
1:13pm
150X
per day
Kleiner Perkins Caufield Byers, May 2013

5. MICRO−MOMENTS
THE NEW BATTLEGROUND FOR
BRANDS

6. Cathy breaks her milk
frother while doing dishes.
She quickly turns to her phone
to find a replacement.
Meet Cathy
bodum milk frother

7. Meet Erica
Erica wants to move into
a bigger home. The long
process advances over
many stolen moments.
mortgage calculator

8. 20%
increase in mobile's
share of online sessions
18%
decrease in time
spent per visit
29%
increase in mobile
conversion rates
Google Analytics aggregated data, 2014-2015 for April 1-14, US
Google Analytics aggregated data, 2014-2015 for April 1-14, US
Google Analytics aggregated data, 2014-2015 for April 1-14, US

9. OUR BIGGEST OPPORTUNITY
is the
SMALLEST MOMENTS

10. SOME MOMENTS
MATTER
MORE THAN OTHERS

11. TIME−FOR−A−NEW−ONE
MOMENTS
Cathy, 42
MARKETING IMPLICATION
Make it easy to ‘check the box’
and make a quick purchase –
whether in-store or online.
To quickly replace her broken
milk frother.
AUDIENCE
8:36am, in her kitchen
CONTEXT
INTENT

12. ONE-STEP-AT-A-TIME
MOMENTS
Erica, 32
MARKETING IMPLICATION:
Give consumers the information
they need, across devices, to
earn their trust and their
purchase.
Erica wants to advance her
dream of owning a new home.
AUDIENCE
10:14am, on a mobile device
CONTEXT
INTENT

15. SEPHORA Connected the dots

16. is there.
HELP−ME−CHOOSE
MOMENTS

17. is there.
I−WANT−THAT−LOOK
MOMENTS

18. LOOKS−LIKE−I’M−STAYING−THE
−NIGHT
MOMENTS
is there.

19. Identify your
micro-moments
Deliver on needs
in-the-moment
Measure moments
that matter
CONNECT THE DOTS
1 2 3

20. g.co/micromoments
ARE YOU THERE?

21. THANK YOU

22. CONNECT THE DOTS