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How to reach the right person, at the right time

In the past five years, marketing focus has shifted from outbound to predominantly inbound. Now consumers hold the power; choosing the channel they want to hear your message on, and when they want to hear it. This doesn’t have to be a negative, as this proliferation of mobile internet devices offers marketers the opportunity to target their marketing more affectively to reach the right person, with the right message, at the right time.

In the past three years alone, multi-screen media consumption has increased by 500%. In a nutshell, more devices means more time online, and more time online means more consumer ‘moments’. These moments can be; looking for something to watch or do; looking for a product or service; or seeking to make an online purchase.

When we combine these ‘moments’ of intent, with the signals (e.g. where someone is, what device they are using, what time of day it is) the result is enough data for marketers to produce relevant messages, and connect with consumers in a more meaningful way.

Here’s an example:

Two different consumers perform the same internet search: ‘Chinese food’. Consumer A is on a desktop at 4pm on a Wednesday, and Consumer B is on a mobile phone at 8pm on a Friday night. With this contextual information alone we can assume that A is at work, dreaming about what they are going to make for dinner that night and B is in town, looking for a restaurant near them. These assumptions may not be right every time, but when we consider that previously, we would have no ways of distinguishing between Consumer A and B, the signals are definitely a lot clearer!

This information could allow a marketer to deliver two different search Ads to the same query, triggered by the signals that the Consumers are providing.

Ipsos Moments that Matter Research, carried out in June 2015 showed that 75% of online consumers in the UK have taken action after seeing a message from a brand that is relevant to them.

Targeting the right signals for the right ‘moments’ can make a huge difference to your campaign’s effectiveness. Watch out for our next blog which takes a more in-depth look at how to ‘hear’ these signals.

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