Marketers talk a lot about micro-moments these days. Micro-moments are the individual inflection points within a consumer’s everyday life. When marketers bring data, technology and creative together to message to customers in ‘those moments’ it drives long-term success for brands. With consumers experiencing 150+ micro-moments daily, marketers at the recent NEMOA directXchange conference discussed how data is integral to capitalizing on these opportunities to make meaningful customer connections.
We buy food because we are hungry. Gas because our car needs fuel to function. Shoes because we really do need those sandals that go perfectly with a new outfit. But we give because we feel an emotional tie to a cause. For marketers trying to predict who will give to what organization at what time of year and how much, the ever changing dynamics of the non-profit sector can make this process unpredictable and challenging at best.
“With the continued cross-device behavior from email subscribers, more than ever marketers need to leverage data to reach consumers on their preferred device, with precise timing and a creative message that is optimized for the channel they are interacting in at the time,” shared Judy Loschen, Senior Vice President, Digital Analytics at Epsilon. “To make emails more relevant for consumers, marketers need to focus integrating mobile, social, digital media and email channels to create connected experiences that drives results.”