State of mind at the moment

[sumaiyakhatun29]

But even trends have two sides to the coin. When the concentration of information increases, the concentration of attention decreases. The number of users with click thinking is constantly increasing, but their patience is decreasing. If before a person watched a video for up to 15 seconds, now it is up to 10. If before he could perform a target action in 5 clicks, now everything has to work in 3 clicks.

Call a taxi in Uklon, order food in Glovo, remove a reface on Instagram in 3 clicks. All activations, creative and brand technologies should allow you to perform the targeted action right now.



Another important point is the person's mood. If earlier the basis for creative was a description of asia rcs data the target audience like "men and women, 20-40 years old, living in cities with a population of millions, average income and above", now this model is no longer suitable.

The most important thing today is the user's mood. Because people are in different moods and states. And a brand or company needs to start from the consumer's state of mind at a particular moment. Segmentation should be applied in situations where users interact with the brand.

For example, while preparing a promo for Monobank for April 1, we set ourselves a communication task: not just to joke with users to make them laugh, but to fulfill a "selfish goal" and show that the creator himself has a great sense of humor.

To accomplish this task, we integrated the Instagram filter directly into the Monobank app. All people who opened the Monobank app on April 1 received a push notification that they could “get involved” if they followed the link and recorded a story with the Instagram filter.