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Moment marketing goes micro

News, 14 December 2015

LONDON: Increasingly sophisticated data analysis and the opportunities offered by programmatic buying and location-based targeting are driving a trend for brands to look for specific "micro-moments" where they can put the right message in front of the right consumer.

This is one of the trends for the year ahead identified in Warc's Toolkit 2016, which also highlights the role technological developments such as buy buttons can play and looks at how some marketing teams have restructured around moments rather than brands.

At Pernod Ricard, for example, the focus is now on "consumption moments" rather than individual brands after the drinks business realised that consumers don't stick to one brand but have a repertoire of brands linked to a range of drinking occasions.

William Grobel, Senior Manager, Deloitte Digital, stressed, however, that "moment marketing is a complement to, not substitute for, campaign-based marketing".

And it also requires a shift in mindset. "Its always-on nature demands a different way of thinking. It is a shift from marketing to people to mattering to them," he said.

This was understood by Johnson & Johnson when its social listening revealed that mothers of young babies were taking to social media around 4am asking for tips on getting their child to sleep.

It has taken advantage of this moment of opportunity by designing relevant messages specifically for consumption on tablets which are the preferred device used by mothers in small hours.

That is an extreme instance of an approach to targeting moments in terms of context – what time of day consumers tend to be receptive to messaging for specific categories.

Marketers can also ask themselves whether consumers are likely to be on their own or in company, and to consider the quality and clutter of the media environment.

"Brands may find value in conducting contextual analysis to the media planning process – for example, running TV ads in genres when people are more likely to be watching alongside other people," the Toolkit advises.

Ultimately, however, it's all about driving sales – buy now buttons can shortcut the path to purchase and take consumers direct from the moment of interest to an opportunity to buy.

Mondelez is looking to build a billion-dollar e-commerce business by making every single piece of media – whether that's owned, paid or earned – transactional.

Data source from Warc