Getting the right message in front of the right consumer at the optimum time is a primary goal of any marketer. The proliferation of digital devices means there are more opportunities to reach consumers throughout their day. Moment marketing focuses on reaching consumers in real-time, with relevant content, at an opportune moment. Speed, agility and the right data across all customer touchpoints are key for successful moment marketing. Smart use of data and programmatic technology can help target consumers at moments when they are most likely to purchase, or engage.

Definition

Moment marketing is a relatively new term referring to the creation of relevant content that targets the right consumer, at the right time, on the right platform and in the right context. The moment could be a purchase, discovery or research moment. The goal is to maximise the opportunity to engage with the brand and enhance the opportunity to purchase.

Key insights

1. Moment marketing needs to work in the blink of an eye