How to win Egyptian consumers in the moments that matter

The online session as we know it is over. We no longer “go online” -- we live online. As highlighted through our Egypt based research, the proliferation of mobile devices has made it easier to find, to do, to watch or to buy what we want, when we want. And for marketers, there has never been a better opportunity to attain the holy grail of reaching the right person with the right message at the right time, every time.

In the past three years alone, multi-screen media consumption has increased by 500%, with 90% of web users moving between devices to complete a task, whether it’s to shop, plan a trip or browse content.1. Essentially, more devices means more time online, and more time online means more consumer moments, moments which extend beyond just keeping up with email or checking in with friends. Now there are ever more intent and passion driven moments where consumers are looking for inspiration or information, discovering new things, or making decisions - we refer to these as ‘moments that matter’.

These are the ‘I want-to-watch moments’, ‘I want-to-do moments’, ‘I need-to-find moments’, and ‘I need-to-buy moments’. These moments matter to brands because they are where decisions are being made and preferences are being shaped - lean-in moments when we expect our needs and wants to be fulfilled instantly.

Smartphone users in Egypt will take action right away when they need or want something.2

Making sense of the moments that matter

Every day, three billion people around the world have dozens of moments that matter to them and their lives. These moments create billions of ‘signals’, which not only include context e.g. where someone is, what device they are using or the time of day, but also intent: what someone wants or needs at that moment. This combination of context and intent-driven signals is a goldmine for marketers, providing more opportunities to be relevant and connect with consumers in more meaningful ways than ever before.

Consider two people searching for ‘Thai food.’ The first searches from a desktop at 5 pm on a weekday. Perhaps it’s someone at work looking up a recipe for a meal they’re going to prepare later. The second query is made by someone on a phone at 9 pm on a Saturday night in the centre of town, within walking distance from local restaurants. This person might just be browsing for information, but everything about their context suggests they’re hungry now.

Historically, marketers would have no way of distinguishing between these two consumers, or their individual needs. With signals, marketers can be immediately relevant in the moment, potentially triggering two different ads to the exact same query. One might have a clickable phone number or directions to help a hungry, on-the-go user, another might have recipes and ‘how-to’ advice for the desktop user planning their evening meal.

Our research shows that this level of relevance makes a real difference; 93% of online consumers in Egypt have taken action after seeing a message from a brand that is relevant to them.2