NANO MARKETING, FULLY CONTEXTUAL AND IN THE MOMENT

Marketing as we know it has died a while ago. Marketing should now be fully contextual and in the moment. Forget segmentation, think nano audience. Think nano moments. Nano marketing. Private individuals, not brands, not businesses or traditional media outlets are now the largest producers of media in the world. It means a radically different media environment in which the possibilities are quite literally infinite. With a fundamental impact on marketing.

Context versus attention

Getting the attention of your client is no longer what it once was. Motivating consumers today has nothing to do with getting their attention and everything to do with their understanding their context, that is, their current position in time and space and whatever their task may be in that moment.

Context is king

Brian Solis wrote about it in “The end of business as usual” Context is king. It is in-the-moment-marketing. Nano audiences. Segmentation by context. Understanding how to help consumers achieve their goals in the moment. Where the perceived risk of the purchase is the most significant factor, the riskier the purchase, the greater the consideration consumers will give it and the longer the sales cycle will be. Where companies that will enjoy consistent growth are those that stayed focused on…