Why an Integrated Strategy is Key to Moments Marketing

Posted by groupfio on December 27th, 2021

Without getting too philosophical, there’s no denying that mobile devices have redefined our lives and our expectations. Today we get what we want, whenever and wherever we want it simply by looking at the device in the palm of our hands. Anything from buying dinner to directions to travel cross country to looking up historical data is accessible in a matter of minutes. This type of ready access to all things means the way we do business and how we reach our customers has also dramatically changed. No longer a linear funnel, the customer journey has fractured into numerous touchpoints where decisions are made and preferences formed in real-time. These interactions, in modern marketing parlance, are called “moments.”

What is Moments Marketing?

You may not realize it, but it’s likely you’re already familiar with moments in time marketing; in fact, it’s probably already an active part of your life. Have you ever been wondering what to have for dinner only to look at your smartphone and see a BOGO entrée offer from one of your favorite takeout places? Been wondering what to get your nephew for his birthday only to see a coupon from Target pop up for 20% off toys? If you’ve ever experienced one of those moments where you wonder if your smartphone might actually be able to read your mind, than you’ve already taken part in moments in time marketing. And while your smartphone isn’t technically reading your mind, what it is doing is utilizing a Customer Data Platform like FiO’s Insight Marketing Platform (IMP) and taking hundreds of points of data it has learned about you and people like you to know how and when to send you the perfect marketing message.

Momentsmarketing is based on the principle that, rather than disrupting a customer or prospect as they move through the day, it is better to serve customers the content they want, at the moment they are looking for it. For example, a common tactic might be emailing a customer an offer for a lawn care product and hoping they read it as they catch up during their morning commute. However, this is not the best time for the customer. They are catching up on work emails, preparing for their day, etc., and it is unlikely they will choose to make a purchase on the train to the office. However, that special offer for lawn care presented on a Friday afternoon as they plan their weekend chore list? That’s much more likely to get traction and results.

What Empowers Moments in Time Marketing?

The goal of moment marketing is to develop a deep understanding of the customer journey that allows you to meet your audience the moment they pick up their device with the intent to learn something, go somewhere, buy something, etc. Providing the perfect piece of content in this moment not only increases value for the customer but also reduces the chances they will continue to look elsewhere for competitive products. And the key to making moments marketing work? Data. A robust, data-driven platform like FiO’s Insight Marketing Platform that compiles first and zero-party data but also helps shape marketing strategy is an absolute must if you’re going to win the moments in the time marketing race. Successful moment marketing plans require the data and analytics infrastructure to enable real-time campaign updates to capitalize on conversion-friendly queries as they occur.

As the customer journey has become more complex and increasingly digitized, it’s more important than ever for brands to understand and interpret the data that is generated along the way. This data is essential to uncovering the key “customer moments” that drive — or halt — conversions and sales. Discerning and intentional data analysis is also essential to building a modern sales and customer management engine that’s firing on all cylinders in an increasingly virtual environment. Know more about Why an Integrated Strategy is Key to Moments Marketing please  visit here: https://www.groupfio.com/why-an-integrated-strategy-is-key-to-moments-marketing/

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Joined: December 17th, 2019
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