At a glance
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 data analysis, including social media monitoring. It is important to 'join the dots' between identifying a moment and having the right data to target it effectively.
2. Path-to-purchase analysis can help identify moments
What else does this article talk about?
- Data-driven marketing
- Data-driven targeting
- Real-time marketing
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