Why an Integrated Strategy is Key to Moments Marketing

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Why an Integrated Strategy is Key to Moments
Marketing
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(No Transcript)
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• Without getting too philosophical, theres no
  denying that mobile devices have redefined our
  lives and our expectations. Today we get what we
  want, whenever and wherever we want it simply by
  looking at the device in the palm of our hands.
  Anything from buying dinner to directions to
  travel cross country to looking up historical
  data is accessible in a matter of minutes.

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• This type of ready access to all things means the
  way we do business and how we reach our customers
  has also dramatically changed. No longer a linear
  funnel, the customer journey has fractured into
  numerous touchpoints where decisions are made and
  preferences formed in real-time. These
  interactions, in modern marketing parlance, are
  called moments.

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What is Moments Marketing?

• You may not realize it, but its likely youre
  already familiar with moments in time marketing
  in fact, its probably already an active part of
  your life. Have you ever been wondering what to
  have for dinner only to look at your smartphone
  and see a BOGO entrée offer from one of your
  favorite takeout places? Been wondering what to
  get your nephew for his birthday only to see a
  coupon from Target pop up for 20 off toys? If
  youve ever experienced one of those moments
  where you wonder if your smartphone might
  actually be able to read your mind, than youve
  already taken part in moments in time marketing.

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• while your smartphone isnt technically reading
  your mind, what it is doing is utilizing a
  Customer Data Platform like FiOs Insight
  Marketing Platform (IMP) and taking hundreds of
  points of data it has learned about you and
  people like you to know how and when to send you
  the perfect marketing message.

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• Moments marketing is based on the principle that,
  rather than disrupting a customer or prospect as
  they move through the day, it is better to serve
  customers the content they want, at the moment
  they are looking for it. For example, a common
  tactic might be emailing a customer an offer for
  a lawn care product and hoping they read it as
  they catch up during their morning commute.
  However, this is not the best time for the
  customer. They are catching up on work emails,
  preparing for their day, etc., and it is unlikely
  they will choose to make a purchase on the train
  to the office. However, that special offer for
  lawn care presented on a Friday afternoon as they
  plan their weekend chore list? Thats much more
  likely to get traction and results.

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What Empowers Moments in Time Marketing?

• The goal of moment marketing is to develop a deep
  understanding of the customer journey that allows
  you to meet your audience the moment they pick up
  their device with the intent to learn something,
  go somewhere, buy something, etc. Providing the
  perfect piece of content in this moment not only
  increases value for the customer, but also
  reduces the chances they will continue to look
  elsewhere for competitive products. And the key
  to making moments marketing work? Data.

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• A robust, data-driven platform like FiOs Insight
  Marketing Platform that compiles first and zero
  party data but also helps shape marketing
  strategy is an absolute must if youre going to
  win the moments in time marketing race.
  Successful moment marketing plans require the
  data and analytics infrastructure to enable
  real-time campaign updates to capitalizes on
  conversion-friendly queries as they occur.
• As the customer journey has become more complex
  and increasingly digitized, its more important
  than ever for brands to understand and interpret
  the data that is generated along the way.

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• This data is essential to uncovering the key
  customer moments that drive or halt
  conversions and sales. Discerning and intentional
  data analysis is also essential to building a
  modern sales and customer management engine
  thats firing on all cylinders in an increasingly
  virtual environment. Know more about Why an
  Integrated Strategy is Key to Moments Marketing
  please visit here https//www.groupfio.com/why-
  an-integrated-strategy-is-key-to-moments-marketing
  /