It encompasses the Want-to-know, Want-to-go moments, Want-to-do moments, and Want-to-buy moments. If I want to buy a frame and know how it looks but do not want to go out I have can try them out virtually and get my first frame free as well. If I want to cook a foreign dish and need some new ingredient recommendations I do not need to sign up for an expensive cookery class anymore. If I am in the trial room and want to know how this dress looks, all I have to do is click a selfie and send it to friends, I do not need to rely on the sales(wo)man’s probably biased view. If I want to travel, I have various female travelette groups where I need not worry much about my safety and can be assured about superb hotel, place and stay recommendations. If I need to call out about how certain things are really wrong currently out there in the world, I have various campaigns like Always like a girl, Real beauty, Share the load, etc. and support groups like change.org, etc. to champion my cause through social activism.
Knowing that only 2% of the marketers (2015) are equipped to deal with the micro-moments this is a huge opportunity and one of the major generation shifts that the world is currently going through. Having omni-channels for the consumer but not being able to provide an experience of returning it flawlessly through any channel irrespective of the channel it was purchased from is another place where e-commerce really needs to work on.
The disruption brought in by the collaborative economy where we like to share bed, breakfast and rooms and want to be ‘seen’ doing things, be appreciated for doing them coupled with the forecasting as per report from Ericson that there will be over 500 million Smartphone users in India by 2020 and over 600 million Indians will be online, out of which approx. 250 million will be buying online (IIM Bangalore, 2015), I believe this is one of the greatest shifts this country has witnessed in decades. And if this is not magic, I don’t know what else is.
Data driving the context along with testing creating the insight is what makes any marketing successful. Knowing that people are fed up of the partition and labels and bringing the story out around the festival of Id (time and context) is what made the Coca Cola ‘labels are for bottles but not for people’ highly successful. And to be able to measure this data with lesser amount of spend when compared to other forms of media is what the charm of social and mobile marketing is all about.
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