With today's information overload, consumer avoidance- especially around marketing and advertising- will only further grow in brand purchase evaluations. The ongoing challenge in the product and service sell, then, is to manage around clutter and to overcome opportunity for inattention. Driving brand noticeability is becoming more difficult; achieving awareness and salience against competitors, especially for those with more limited resources, is a battle of attrition. Balancing marketing precision against scale is therefore a more common objective set by marketing organizations.
Digital and data advances offer individual addressability at scale. The chance to develop and offer micro-moments for every phase of the consumer journey is now reality, but with endless possibilities for targeted segmentation, precision content and contextualization, what are the moment planning parameters marketers need to set and what are the implications of doing so?