The magic of the moment
I’ve learned that people will forget what you said, people will forget what you did, but people will never forget how you made them feel.
– Maya Angelou
Long stories and descriptions are no longer attractive for humanity. The secret of getting their attention is hidden in Moments. CocaCola gets this strategy right implementing the CocaCola Moments of Happiness campaign. It is uncomplicated, worldwide efficient and remains effective since 2009. What is more important, the costumers are willing to share their Moments of Happiness with CocaCola in social media. No more words to say, than brand's presence online gains high rates.
A 2013 e-commerce packaging survey conducted by Dotcom Distribution reveals that 40 percent of consumers are likely to share a picture of online order via social media if it came in a premium package. Additionally, 82 percent of them would do that on Facebook. Brands that target the young adult market would primarily benefit from branded packaging on social media platforms according to the survey. In this case, unique package engages the flash of emotions that people want and most probably will share providing the best web promotion.
Getting back to 19th or 20th century, when the information flow was going with the small pace, people read books and enjoyed the paintings. Sending long letters and waiting months for the answer is not what we can deal with today. No. Extremely agile information flow makes the time to move more rapidly. Consumers do not desire for the story anymore, they wish the moment to share. That is why the Instagram and Snapchat are over there on the Top List of most downloaded and used applications.
content must evolve
Let's praise the content marketing that is being ignored by B2B for a long time. 2014 Forrester Research study claims that more than a half of B2B marketing leaders consider their content marketing as a successful one. At the same time devastating 85% are found lacking to retain the customers or create a long-term cooperation. As Business Marketing Association Chair Steve Liguori comments: "The majority of marketers find producing content that engages buyers to be a major challenge. And that’s for good reason. Our survey results show that the majority of B2B content practices focus too narrowly on early-stage buyer acquisition — which fails to engage buyers throughout their lifetime. To create content that attracts and builds customer relationships throughout the customer lifecycle, B2B marketers must make a fundamental shift from writing about features and benefits to delivering valuable information that drives business results.” The results of the research show that B2B marketing practices are dating. To put it in numbers, only 14% of the respondents rated their content efforts as high delivering value back to the business.
of each interaction
The secret of success lays in Moment of Truth, every interaction with the client, determining customer experience and satisfaction. Moment of Truth fundamentally matter for all organization whether it is private or public, for-profit or nonprofit, and regardless of size. This term was invented by Richard Norman and claimed that the Moment of Truth is where quality, as perceived by the client, is created. Also, later, Jan Carlzon wrote a book where he described in details how using this concept he turned around Scandinavian Airlines to become one of the most successful airlines in the industry. His "save plan" was to eliminate all Moments of Truth which added little or no value for the clients. For each remaining interactions, he implemented improvements to turn them the best experience possible for the passenger. As a result, just within the year, SAS exceeded their profit estimated by more than three times. Moreover, this all was the time before the Internet, in 1982.
As the result of Jan Carlzon study, the essential role of the Moments of Truth is undoubtful. However, do not get overexcited implementing the positive MoTs on every interaction. This is the case when the quality of such moments is more valuable than the quantity. Every contact with a customer requires time, budget and emotional resources from both sides. Having too many MoTs benefits no one neither the business nor its clients. Bet on quality to establish a long-term relationship and increased loyalty.
Client service is not only when clients support or sales group contacts straight with the customer, but it is every interaction including self-service and even advertising brochure. In other words, there are many ways to deliver customer with the advent of the digitalization era. The technologies for automated customer interactions allows to create powerful positive Moments of Truth and mainstream customer value. The power and need of delivering sufficient value through automated technology were described in details in our article Surviving new networked economy (Click here to read).
Digitalisation has influenced to humans perception of time. Instead of books they watch movies, instead of learning the stories consumers want to experience the moment. Besides digitalization of business, the marketing strategies have to change according to new demands. Customers expect to be surprised and live through an exciting moment. Therefore, not only B2C but also B2B have to evolve to the new level. Nearest future will bring high competition and different strategies in delivering those moments.
Concentration on digital and momental marketing will benefit in strategies for 20 years. However, as the history shows, the time is cyclical. There will become a moment on the spiral timeline when digital will outdate. The reason is simple and stated as Newton's 3d law: To every action there is always opposed an equal reaction. The Internet technologies will overcontrol humanity and people will look the way out.