While 2018 will be remembered as the year of the experience, one trend that is quickly evolving into a full-fledged marketing strategy is "moment marketing."
Google first defined micro-moments in 2015: "They’re the moments when we turn to a device –
often a smartphone – to take action on whatever we need or want right now. These I-want-to-know, I-want-to-go, I-want-to-buy and I-want-to-do moments are loaded with intent, context, and immediacy."
Moment marketing capitalises on having the right message at just the right moment. While it appears to be magically spontaneous, and sometimes it is, most often these moments are planned by marketers well in advance. This “magic” and “spontaneity” yield great viral potential that may drive activations, registrations and other desired actions among our audiences.
Here are some ways you can take advantage of moment marketing leading to your event.
Making your event moment-ready involves a great deal of agility and flexibility in your team. A rigid structure, a complex decision-making process and strong adherence to the status-quo will inevitably translate into failure.
Jump on location sensors
Because of the volume of mobile searches related to location, users expect to be served relevant results even if they don’t explicitly type “near me” into the search bar.
Make use of “today” searches
Over the past two years, travel-related searches for “tonight” and “today” have grown over 150% on mobile so it’s important to make sure your event is poised to take advantage of those searches. Events happening at a destination today or tonight can still appeal to last-minute thrill seekers.
With Comscore predicting that 50% of all search will be via voice by 2020, it is more important than ever for event planners to optimize for voice. It isn’t a tool of the future, digital assistants are already here and are already influencing how prospective attendees find events.
Converting late additions of prospective attendees
Often people need several nudges before they make a purchase. 97% of visitors at an event website leave without buying a ticket. Sometimes it simply isn’t the right time but a timely reminder with retargeting at a later date could get them booked on.
Alan Alroy is co-founder and CMO for Bizzabo.