Now's the Time for Moment Marketing

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Personalization remains paramount for marketers across industries. However, with the constant influx of customer data, it's increasingly difficult for brands to parse this information and bring insight to action. Consumers often find themselves in similar situations, as companies attempt to lure their business with extensive channel outreach. Individuals frequently drown in emails, texts, and social media posts that fail to capture their attention (and their eventual loyalty, too).
Email Marketing

Personalization remains paramount for marketers across industries. However, with the constant influx of customer data, it's increasingly difficult for brands to parse this information and bring insight to action. Consumers often find themselves in similar situations, as companies attempt to lure their business with extensive channel outreach. Individuals frequently drown in emails, texts, and social media posts that fail to capture their attention (and their eventual loyalty, too).Moment marketing, however, encourages real-time targeting that enables brands to position themselves in front of customers at the exact moment of interest. But, to cut through this constant noise and chatter, organizations must break down the silos that commonly exist within marketing channels in order to hone their personalization efforts and distribute the most effective customer communications possible. Here, we speak with Paul Ford, vice president of product and marketing for SendGrid, to define this new buzzword and explore the benefits of delivering targeted messaging with precision and relevancy:

1to1 Media: Define moment marketing. How does this strategy impact customer experience and engagement?

Paul Ford: Moment marketing is about taking ownership of an event and driving conversations and engagement around that event that leaves your brand in the limelight. Many brands today, including Pandora, Uber, and Spotify, depend on moment marketing strategies for successful customer engagement. A key element in successful moment marketing is sending a wanted email with the right content to the right people at the right time. Email recipients who receive a message crafted to their interests will be far more receptive than those who receive irrelevant information. You can even go a step further and personalize email messages to validate the relationship with your customer.

1to1: Why haven't more companies recognized this strategy's potential? What challenges stand in the way of their success?

PF: One major challenge that companies face is ensuring emails get delivered to their customers' inbox. If this challenge isn't overcome, negative results occur, including lost sales, churn, and poor customer service. Once startups begin to scale, these negative results can become even more pronounced if deliverability is still an issue. Any dips in performance will mean thousands of users are not getting the emails they expect. Additionally, moment marketing campaign success depends on having the right infrastructure in place--having the right analytics to track customer engagement and a content strategy to deliver the right content to the right person at the right time.

1to1: How can companies begin to integrate moment marketing techniques with their existing strategies?

PF: The first step is getting each message delivered, which may require analyzing open, bounce, and click-through rates. By doing so, the risk of sending unwanted mail is assessed, which can impact sender reputations. Next, companies should have a healthy email list, which is critical for any moment marketing campaign. To do that, you should avoid buying lists, and instead grow these lists organically. Finally, content is king. Companies should always personalize email by including each customer's first name at the start of the email, or even in the subject line, as well as sending links that are specifically relevant to their interests.

1to1: Why will 2015 be an exceptionally critical year for many brands' marketing efforts?

PF: Analytical tools and infrastructure solutions are finally at a place where it's becoming cost-effective and practical for organizations of all sizes to make the investment. Customers are also becoming more vocal about good customer engagement and becoming brand advocates when they feel like they've been heard. This year, 2015, will be the year of moment marketing because the customer demands and the tools and technology available to brands are converging. Anyone that isn't embracing moment marketing will find themselves in a customer engagement deficit.

EXPERT OPINION
EXPERT OPINION