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Do you know your product’s top 5 twitch points? You should. Customer journey is a new age marketing tool used by comms planners to find better ways to intersect with and influence customers. The journey maps out awareness, activities, research, purchase and out-of-box experience. (Chart courtesy of Frog Design.) Some use the old school taxon AIDA (awareness, interest, desire and action), a dumbed down version. It’s truly good stuff and a lot more valuable than a simple DILO (day in the life of) media planning approach, but if you follow the Frog Design rigor (chart) you may also end up a little dizzy.
Twitch Points are moments when a person twitches way from one media or device in favor of another in search of clarification. Kindle to Google Earth. Newspaper to Wikipedia. Car dealership to JD Power. Best Buy to Amazon. Car radio to Shazam.
Twitch Point Planning is simpler than the above Frog Design learning scheme. Less complex. Understanding, mapping and manipulating customers closer to a sale is its goal. It needn’t be overthought. Don’t get me wrong, it needs to be thought, just not overthought. If you find your top 5 twitch points, your five most commerce producing twitches, you don’t need a road map, journey, or KPIs. You need a good accountant…to count da monies.
Peace be upon you.
Tags: "understand map and manipulate", AIDA, best buy, customer journey, customer journey template, DILO, frog design, JD Power, kindle, marketing kpis, shazam, whats the idea, whatstheidea, Wikipedia
I wrote earlier in the week about ad tracking application iSpot and how it will help marketers with Twitch Point Planning. Twitch Point Planning being a new transmedia planning tool that takes advantage of the twitchy behaviors consumers exhibit in today’s device-friendly, social media world.
Here’s an example of a twitch the Geico Insurance and The Martin Agency may or may not have designed into the famous Hump Day TV spots. Lots of people like the Hump Day spots — the boisterous, roaming camel asking “Guess what day it is?” This spot from the campaign has over 19M views on YouTube. Do you know what day these spots are shared the most? Wednesday.
Do consumers buy more Geico insurance on Wednesday? Maybe a bit more because the brand is top-of-mind, but my guess is this effort was not that strategic. Not strategic like Wednesday is Prince Spaghetti Day or BOGO (buy one get one) on a restaurant’s slowest day of the week.
The metrics, however, do show twitching behavior can be manipulated. And that’s the key learning. Find an on-brand idea that gets shared on a particular day of the week, and you have a new tool in the social arsenal. There are lots of twitchable opportunities for brands – they just have to have a goal and think like consumers. Peace!
Tags: BOGO, geico hump day, hump day, Prince Spaghetti day, the martin agency, twitch point planning, twitchable moments, Wednesday is pronce spaghetti day, whats the idea, whatstheidea, youtube"
There is a digital marketing practice called retargeting through which advertisers, thanks to a cookie or pixel tracker, serves you an ad message based upon your previous web shopping. If you shop online for a Marmot tent at REI and don’t buy, you may see Marmot tent ads for a few weeks or months on various other sites. The “re” in retargeting, in this case, refers to repetitive targeting. Insofar as moving a prospect closer to a sale, this approach is not that great. It’s a frequency play – not that there’s anything wrong with frequency. (Okay, there is a little bit wrong with frequency. It’s noise.)
Twitch Point Planning is a healthy evolution of the frequency model. It is intended solely to move consumers closer to a sale. The sales continuum is a fine thread that extends from not being aware to aware, then interested, desirous and finally purchaser. Retargeting efforts often attempt to hit consumers with a promotion but don’t spend a lot of time understanding the continuum.
Twitch Point Planning focuses on “understanding, mapping, and manipulating” customers closer to a sale. Understanding is the behavioral part. Mapping the media part. Manipulating the creative and creation part. Digital agencies are best equipped to do this, but often fall short in one or two of the three pursuits. The Droga5s, Barbarians and Anomalies of the world get it but haven’t yet codified the model (and compensation).
This is science people. Part chess, part art. It is the future of a fairly stagnant, though creative business. Peace.
Tags: "understand map and manipulate", anomaly, barbarian group, Digital Marketing, droga 5, droga5, marmot, rei, retargeting, twitch point planning, whats the idea, whatstheidea
Over the last few days I’ve met with two really smart Joshes. Okay, one Josh and one Joshua. Both gentlemen live and work in digital and media realms and both were nice enough to hear about “Twitch Point Planning.” A twitch is a media moment during which a user leaves one media or device for another in search of more information or richer clarification. Twitch Point Planning attempts to intercept them at these moments and put in their way some branded value, moving them user closer to a sale. Of course, it must be done elegantly and with a contributory vibe.
The two Joshes told me it’s time to get out of theory land and into practice land. Advice I’ve been giving to marketers for years. There is talk and there are deeds and only the latter create true muscle memory for consumers.
Since these two gentlemen are digital natives and work in marketing worlds catalyzed by big data, they’re also looking for evidentiary data. “65% of TV watchers who twitch to a retail site on Foursquare buy from its brick and mortar store within 4 days” kind of stuff.
Okay, I preach it but have failed to practice it. Shame on me. Off to practice. Off to data point. Thank your Josh. Thank you Joshua.
Tags: big data, Data point, foursquare, muscle memory in marketing, talk vs. deeds, twitch point planning, twitch to, two joshes, use of foursquare in twitch pint planning, whats the idea, whatstheidea
The second screen is a fundie of Twitch Point Planning and driver of moving a consumer closer to a sale. The ability to stall or hold the first screen, while pursuing the second, is part of Twitch Point Planning’s “understand” modus. So if one is reading a Kindle and twitches to a Mac or PC for a deeper dive into a topic, that person will likely return to the Kindle after sating their curiosity. Expected behavior. But marketers want a twitch or twitches to end in a purchase or transaction (read: sale, appointment, sign-up), not a quick return to the first screen.
Sometimes a twitch might not be to another device, it might result in a car or bike ride to the store. “Damn, I’m going to buy Europe ’72, by the Dead or a Cuban sandwich at Lenny’s.” But for the most part, the richest non-retail selling that will occur will happen on a company website. The last mile, as it were. The product or service website should provide a contextual, informational, aspirational multimedia expression of a product’s use and value. This is less likely to happen on a smartie than a tablet or computer.
As a rule (and rules have many exceptions) a good twitch point plan seeks to close that first screen and commit to the second. Or third. Bookmarking or Digging a site, while watching TV is not as good as clicking on the shopping cart.
It’s all about the pathways and how one uses them. Peace.
Tags: Europe ;72, kindle, map and manipulate, mobile advertising, moving a consumer closer to a sale, Second screen, second screen twitch, twitch point planning, whats the idea, whatstheidea, “understand
Content marketing starts with being seen. Following is a story and insight. And a Twitch Point crumb trail.
This morning I was reading a New York Times article (a daily anchor read) describing a new ConAgra Slim Jim campaign. I twitched over to Twitter and followed an author by the name of David Vinjamuri, quoted in the article, writer of a book called Accidental Branding. I have heard of the book but now, thanks to the media surround, will consider buying it.) On Mr. Vinjamuri’s Twitter feed, I read and how his Amazon reviews rock, according to Mars Dorian. I might consider following Mr. Dorain but didn’t have time. His name will go into the gray mush database and should it come up again, he’s in.
The notion of being an Amazon review rockstar is very interesting to me, and plays into my Poster vs. Pasters theory of online magnetism. Mr. Vinjamuri, blogs, writes book, Tweets and no doubt does lots of other posting. His Amazon reviews, however, are placed on a canvas that seen by many and more importantly, seen in context. He has found a place where concerned readers congregate and he is posting there — with things they like. (In doing so, he is creating twitches back to himself.) Had Mr. Vinjamuri doen the review on his own blog he’d have to wait for his Google ranking on the topic to float up. So he used Amazon to fish for acolytes. Genius.
Just as inbound links are the key to Google rankings, commenting and leaving a trail of crumbs on other people’s sites is a key to content marketing. It’s the last mile. The one most people forget about. It’s the map or directions to you and your site. There is way too much Fotchbook focus for marketers today. They create content for Fotchbook (faccia, is Italian for face) and becasue the platform contains so many crumbs, people tend to stay there…giving Mr. Zuckerberg all the traffic. So Posters, you need to troll. You need to troll in rich waters. And you need to create content back at the ranch that will build greater affinity. Sorry for going long today. Peace!
Tags: accidental branding, amazon, amazon review, conagra, content marketing, content marketing crumbs, david vinjamuri, dorian mars, facebook, fotchbook, google rankings, mark zuckerberg, mars dorian, new yrok times, posters vs. pasters, slim jim, twitch point planning, whats the idea, whatstheidea
I write about and consult on a new media marketing rigor called Twitch Point Planning — the ability to “understand, map and manipulate” media twitch points in ways that move consumers closer to a sale. A twitch point is a media experience where one twitches away from what they are currently consuming. Yesterday, I was looking in my blogger bookmarks and came across a link to Anil Dash, a tech entrepreneur. I visited his blog but did not read deeply, but did check out the About Me section. Somehow I twitched over to a video presentation of his recorded at Mark Hurst’s 2011 Gel Conference, watched a couple of minutes then left.
This morning, I was reading a New York Times paper paper article on how Apple’s iPhone 5 maps have replaced Google maps on the new iPhones (brand mistake) and guess who is quoted? Anil Dash. Typically, were I reading the Times and saw the name of an expert with whom I wasn’t familiar, I might Google him mid-sentence. (Twitch.) Or, write a blog post about him and the subject. (Another twitch.) Either way, I might not return to my original media moment – The New York Times article.
An example of Twitch Point Planning, in real time, would be for Mr. Dash to log on to Google AdWords and buy his name, the words Apple Maps, and make a penny a click ad. Or, he could change his website, based on his appearance in the article, and put an offer on the homepage, to build appropriate business.
Twitch Point Planning is a new tactic that adds exponential measures of value to social media. It’s active, not reactive. Twitch Point Planning is strategic. Go forth and twitch. Peace.
Tags: anil dash, digital media planning tricks, Digital median planning tips, google adwords, mark hurst, new York times article on anil dash, NY Times article on iPhone maps, twitch point planning, whats the idea, whatstheidea