Matt’s going to talk about a new way to think about digital marketing and SEO. It’s called Momentology. It’s a presentation that promises to make you think and help you increase the influence of SEO inside your company.
2. 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.
3. Moments
Understanding Momentology is about
learning to think about these moments and
create strategies to ensure your business
is there, is persuasive, and is growing. ?
4. When you think
about it
How you think about and manage the
purchase funnel has a dramatic effect
on your marketing performance.
Businesses need to optimize digital
marketing throughout the funnel.
This is how.
5. Create
Awareness
Building 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?
6. Be Considered
Being 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?
7. Be Evaluated
So you’re on the short-list. Chances are
you’re going to get checked out.
Are your products and services
any good?
Is your company the most or least persuasive
of likely tabs open?
How do you make sure you check out
well in the places that matter?
8. Be Purchased
Nice work. A consumer wants to buy from
you.
How do you make sure you don’t fall at the
final hurdle?
9. Optimize Feedback
You've made a sale.
Now you've got to manage and optimize
how your customers provide feedback
so you continue to check out well online.
How can you do this brilliantly?
11. Renault is launching its Trafic utility vehicle with a
Knight Rider-themed brand campaign.
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24. Create Awareness Be Considered Be Evaluated Be Bought
Broadcast / Mass Media
Organic Search
Paid Search
Display / Retargeting
Partners
Be Reviewed
25. 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
Consumers and Purchase Funnels and Being There in those Moments
Everyone in this room is trying to be there is as many moments as possible.
What rarely happens is trying to map what SEO’s do, to purchase funnels and wider media.
Which is strange because being there throughout the whole funnel really matters.
People buy from brands.
Brands spend huge advertising budgets trying to create awareness and brand equity.
Seek them out, prefer and even pay more.
Do consumers only click on your website?
Nope. They read lots of pages and open lots of tabs with various choices in.
So why do we only optimize for our own web properties?
If you’re product is one of those tabs, what will each page say about your company and what you sell?
Is your company the most or least persuasive of likely tabs open?
You’ve had your products added to checkout. What could go wrong?