They thirst for content that adds value to their lives; and they are hungry for real engagement. And I’m not just talking about the millennial shopper who’s in the market for a pair of bluetooth headphones. This goes for all consumers – business customers, people shopping for the best healthcare plan and the CISO looking to upgrade to the latest enterprise security tech stack.
But it’s not easy reaching them. There’s a surplus of content. Media is fighting for mindshare. And human attention spans are at an all-time low.
The only way to reach your audience is with stories that cause an emotional reaction, address an unmet business or consumer need or reach them at that real-time decision-making moment of truth. Google calls this the Zero Moment of Truth, or simply, ZMOT. The ZMOT refers to that precise moment in the buying process when someone researches a product prior to making a purchase.
To do this requires a combination of audience intelligence (social data + primary research), creative storytelling, targeted paid media, and rigorous integration with public relations programs. I just wrote this blog post for Twitter that explains in detail how to use data to inform:
- content, stories, a narrative, company messaging, creative campaign, you name it
- paid social media for Facebook and Twitter (also applies to paid search too)
- influencer segmentation & activation using the 1:9:90 model of influence
- media, executive and analyst relations, and just about any PR program
Let me know what you think in the comments below or hit me back on Twitter.