Strategy in 2016: Moment marketing

This article, taken from the Warc Toolkit 2016 report, looks at growing interest by marketers in identifying and targeting 'moments'.

1. Brands are looking for micro-moments

Many brands, including big names such as Johnson & Johnson, are seeking to identify specific 'micro-moments' – brief opportunities to put the right message in front of the right consumer. The interest in moments is driven by a number of factors, including more sophisticated consumer behaviour data and targeting opportunities. If brands can identify micro-moments, programmatic buying and location-based targeting offer opportunities to serve online ads so that consumers see them at that moment.

Implication:Brands looking to gain advantage by identifying and targeting micro-moments will likely need to invest in various forms of...

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