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Anyone who has played sports has had the thought about getting a chance to prove their worth. If I could only get a few more at bats, I know I could show what I can do. I need more shifts on the ice. Throw the ball my way. I suspect many of us hold the same thinking when it comes to our products or services. If I can only get a sample in the consumer’s hand, they’d be a convert and a customer for life. How do I get their attention?
The odd thing is that marketers are getting those chances more now than ever. The sad thing is that many of us haven’t adjusted our strategies and tactics to take advantage of it. It’s almost like the coach says “get in the game” and we are taking a nap on the bench. Here is what triggered my thought.
The Harris Interactive poll discovered years ago in a survey of US adult smartphone owners that 63% of female respondents and 73% of male respondents don’t go an hour without checking their phone. Much of it is messaging as Pew found that cell phone users between 18 and 24 exchange an average of 109.5 messages on an average day, more than 3,200 per month. A lot of it is in apps. An academic study of Android users’ app-habits revealed that while users spend nearly one hour on their devices a day, the average app session lasted only just over a minute. Both messaging and apps hold the potential for communication to consumers. The issue is that many marketers ignore those opportunities or use them badly. You only get so many strikeouts before the coach decides the bench is a better place for you.
Example. Ever see ads on your phone? Most are cheap-looking banners reminiscent of the web in 1999. Others interrupt your experience and as the above data points out these user sessions are brief, implying a time sensitivity. We need to embrace the micro-experience and add value.
The above is easier said than done, I’m well aware. The thing we can’t do is complain that we’re not getting any chances. Instead of complaining about micro-segmentation and new technologies/platforms, let’s embrace them. Consumers are more connected to one another and to us than ever. How are we going to use that opportunity?
Consult Keith 