Living in the moment
1 March 2016
In our day and age, in which we are connected to our mobile device at all times and places, consumerism is perceived in a new light. According to recent researches, an average consumer consumes 10 hours of media a day, six hours of which are performed via cellular device, tablet of IPad. The affects of this change are manifested in the fact that various marketing companies are increasingly addressing their consumer audience via these devices.
So, how does one utilize this change of habits and improve product sales and marketing? To do this, we must 'live in the moment'.
Our lives are fast-paced, and our needs change accordingly. Every moment presents a new objective. My needs while sipping on my morning coffee cup are different than my needs while riding the bus or lounging on my couch later that day. Marketing companies need to realize this fact and learn how to route this moment for their benefit.
How can we capture the moment in order to maximize our marketing and sales abilities?
Mobile devices have changed our understanding and analysis of consumers. Nowadays, using several applications, companies can receive and produce a wide range of information regarding the user such as: current location, weather at said location, interests, age and in some cases, what the user is doing at this moment.
It is important to know how to use this data in order to invite the potential consumer to our business, to manage the knowledge and data and use the information correctly.
It is also important to consider who we wish to influence and seek a relevant target audience for our solution.
It is vital to understand the consumers' motive and consider ways to affect it.
A physical and emotional connection between the consumer and the advertised content must be established.
Our experience has shown that 70% of shopper purchase decisions are made in store. This statistic crucially affects the marketing process. Reaching out to users via mobile devices must address the customer's data as well as any information regarding her/his current location or context thus allowing us to target him/her with personally customized content. The more our advertisement is synched with the moment the more we can route the customer towards a purchase. Hereby is an example of utilizing information regarding the time and the customer's location: in a scenario which involves an early afternoon and a client located nearby a McDonalds, the consumer should receive an invitation to purchase a hamburger for lunch coupled with a navigation feature offering instructions. The organization can enhance sales by encouraging customers to order via the application before reaching the store or by offering a benefit/discount.
Another example can be customizing messages according to the customer's current situation: A customer who has just entered our competition's offices will receive a message offering him/her an enticing (and one-time) discount, a discount which we will not offer a 'loyal' customer. Information regarding a certain user entering tourism-oriented websites in search of a hotel for a vacation can and should be viewed as a platform for encouraging another purchase, one that will enhance the vacation experience. This is the perfect time, for example, to send the customer a text message advertising your restaurant located nearby the hotel.
Modifying the content of the message in order to adapt to the customer's current situation can also mean that messages sent in the AM when most people don't have time and therefore lack patience will stick to short updates, while when it appears the customer is riding the bus (or any sort of public transportation) a video will be more effective as most bus-riders consider the ride as 'free time' and are therefore mentally available to pay attention. At night, when most customers are at home, you can send a message offering more details about your product.
So, what does all this have to do with Knowledge Management?
We as Knowledge Managers in an organization are considered the "marketers" in order to encourage and ensure that our internal consumer "buys into" KM methods such as: utilizing professional knowledge, working according to organizational processes, receiving information regarding upgrades, etc. we must understand and send a message associated with the worker's current context and situation.
Information should be targeted at specific individuals, the knowledge should be tailored for each customer's location and timing. We need to create designated information which is relevant to the consumer in order to encourage the use and professional implementation of required tasks. Only so can we ensure the "sales" process. As a result, the organization might attempt to work more efficiently and maximize performance potential.
For example: a technician ordered to a customer's house will receive the relevant procedure for fixing such a malfunction, as well as information regarding the customer's history and previous requests in order to conclude the treatment and verify satisfaction. Furthermore, in case a technician is needed in order to fix the malfunction, the technician will able to review which teammate is available and his/her current location.
Another example can be customer service receiving information relevant to an optimal shift such as professional updates and a list of tasks to be handled during the shift even prior to entering it. Furthermore, the representative will be able to sign up for rest-breaks during the shift, thus ensuring his/her seat on the bus.
Welcome to the age of cellular. Many organizations have already realized that mobile devices are a work utility of many advantages and can be used for professional uses. This realization leads to the development of knowledge sharing applications as well various social networks which invite organizations to think "out of the box" and enable sharing at any place and any time.
In conclusion, in today's rapidly changing settings, both businessman man and organizations need to change their approach to consumers. In order to reach the customer's heart, it is important to customize relevant information, whether dealing with an external customer (on a business level) or an internal one. Realize the most appropriate moment for addressing the potential customer. This is true for both internal "consumers" and external consumers. Thus we can maximize options of interest and purchase. The right moment can serve us during sales and knowledge/information transmission processes.
Remember, we can nowadays get so much information on any user or potential consumer and can therefore improve our sales approach: address the customer, adapt to his/her needs and altering will.