Why we all need to study momentology
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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.
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Why we all need to study momentology
- 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?
- 10. For example…
- 11. Renault is launching its Trafic utility vehicle with a Knight Rider-themed brand campaign.
- 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
- 26. com Visit & Subscribe
Editor's Notes
- 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?