By John Egan
By one account, consumers are exposed to anywhere from 4,000 to 10,000 digital ads per day. So it’s no wonder that it’s tough to cut through the clutter and make your brand’s messaging resonate—and generate leads.
That’s where in-the-moment marketing comes in.
As defined by location-data technology provider Blis, in-the-moment marketing refers to employing information about a consumer’s online and physical presence to deliver relevant, real-time messages at specific moments.
An Oct. 3 session at LeadsCon Connect to Convert will explore in-the-moment marketing and the newest practices in real-time targeting. Leading the session will be Douglas K. Foster, chief marketing officer at Seniority Inc., and Josh McGrail, vice president of strategic accounts at AccuData Integrated Marketing.
Let’s delve into the key components of in-the-moment marketing.
Data and Personalization
MarTech Today says in-the-moment marketing experiences rely on what Google calls “intent-rich moments when decisions are made and preferences shaped.” Those moments can be enhanced by tagging, collecting, and integrating data from an array of channels and devices to send the appropriate message to the appropriate audience at the appropriate time, according to MarTech Today.
All the data in the world won’t do you any good if your messaging is impersonal.
These days, consumers want—and expect—their particular questions to be answered and their particular needs to be addressed. Otherwise, they’ll move on to some other brand that can get the job done.
SmartBrief points out that about eight of every 10 marketers is intimidated by the notion of tailoring a personalized message to each and every customer. But to attract and retain customers, brands must overcome that hurdle.
Here’s the good news, according to SmartBrief: “Personalization does not have to be an elaborate campaign that creates millions of unique advertisements catering to each individual consumer. Instead, it can be just a simple solution that provides viewers with something special.”
Just as a carpenter needs the right tools, so too does an in-the-moment marketer.
For instance, SmartBrief says, personalization software simplifies the process of creating personalized content that satisfies consumers’ in-the-moment desire for information that’s pertinent to them. One kind of personalization software allows production of a landing page designed for a specific consumer.
Another variety of personalization technology is the virtual beacon.
Supply & Demand Chain Executive says virtual beacons enable context-targeted, in-the-moment marketing aimed at a customer based on unique data.
“Things like locations, favorites, clicks, likes, purchases, weather, and time of day all combine to inform the most relevant marketing message possible to be sent at the optimal time,” Supply & Demand Chain Executive says.
The publication goes on to say that personalized and contextualized campaigns can propel conversion rates 10 times higher than standard promotional strategies. They also can increase the profitability of purchases, raise the prospect of repeat sales, and enhance engagement.
Company culture might not readily come to mind when you’re pondering in-the-moment marketing, but an ebook produced by Consumer Goods Technology and sponsored by NetBase Solutions says it should. More specifically, the ebook cites the decision-making mechanism within your company culture.
“The right culture does not have quantifiable ROI, but the wrong culture can kill the ROI of any agile marketing initiative. So why not acknowledge it?” the ebook says. “Being concerned about the human side of your business is where all success and failure lies.”