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  • Writer's pictureRyan Kosanic

Marketing in the Moment: Unlock the Secrets to Effective Real-time Marketing

Updated: May 2

For far too long, brands have had trouble delivering meaningful, authentic, and timely messaging to their customers. There are many reasons why marketing communications fail, but from what we've seen and experienced over the years in the customer engagement space, there are some reoccurring themes:

  • Channel Silos: Campaigns focused on a single channel create a fragmented experience.

  • Calendar-Based Planning: Rigid, seasonal scheduling which ignores real-time customer signals.

  • Brand-Centric Messaging: Promotional blasts that fail to resonate with customer needs.

  • Batch-and-Blast Mentality: Too many generic communications that erode trust and engagement.

AI generated image of a business roadmap

To address this problem, we pioneered "Marketing in the Moment" (MITM), a revolutionary approach to personalized, real-time customer engagement. It envisions a future where brands can deliver the perfect message, across channels, at the precise moment a consumer was most receptive. This isn’t just personalized marketing – it is 1:1 marketing at its finest!

When we developed this idea almost a decade ago, the marketing technology available wasn't quite ready to fulfil the MITM vision. Marketing automation solutions back then lacked the robust data features required, had limited cross-tool integration capabilities, and/or had challenges scaling personalized experiences across channels.

Fast forward to today and customers are still craving authenticity and real-time value. But the difference now is that the marketing technology landscape has undergone rapid advancements to where the current tools and infrastructure exist to make MITM a reality.


Are you ready to learn more about how the MITM framework cuts through the noise, building lasting customer loyalty, and drives tangible results?


What is Marketing in the Moment?

MITM goes beyond your father’s idea of personalization. It's about:

  • Contextual Intelligence: Real-time analysis of location, behavior, and preferences to understand a customer's immediate needs.

  • Predictive Triggers: AI tools that pinpoint the exact moments when engagement will have the most significant impact.

  • Hyper-Personalized Delivery: Seamlessly delivering tailored messages (ads, offers, transactional messages, content shifts) that resonate with the customer's current situation.


The Four Layers of Marketing in the Moment

A diagram illustrating the four layers of marketing in the moment

  1. Data: The Bedrock of Understanding Data fuels insights. By harnessing first-party and zero-party data you gain an in depth understanding of consumer intent, preferences, and behaviors. This empowers you to predict pivotal moments and make informed decisions that drive hyper-personalized experiences, fostering deeper customer trust.

  2. Journeys: The Path to Engagement Journeys map out the narrative you want to share, guiding customers along their unique paths at their own pace. They're designed to nurture and support, with well-timed offers, reminders, and relevant content and messaging that resonate with individual needs in the moment.

  3. Content: The Heart of Connection Content is what attracts attention. It's crafted to resonate emotionally, mirroring the customer's current state of mind, and addressing their needs in that specific moment. Compelling content can express empathy, provide value, or simply spark delight.

  4. Message: The Catalyst for Action The message compels action. It's the precisely tailored call to action (CTA) that aligns with the customer's moment of need and past behaviors. Whether it's an invitation to explore, an incentive to purchase, or a simple nudge to learn more, the message must feel relevant and compelling.


Why This Framework Drives Success

MITM's four-pillar framework puts the customer at the core. By understanding their needs, anticipating their journeys, and delivering tailored content and messaging at the ideal moments, you foster meaningful connections, cultivate loyalty, and achieve unparalleled marketing results.


Become a Marketing in the Moment Powerhouse: Your Action Plan

Unfortunately, we still see some of those legacy marketing behaviors that inspired us to create MITM way back when. If that’s you, we’ve developed an action plan to help get you more in tune with your customers.

A diagram that displays the four steps on how to achieve marketing in the moment.

The Time to Act is Now

Almost a decade ago we envisioned a future of customer-centric marketing. Today, that future is here. Don't be left behind. Embrace MITM and transform the way you connect with your customers. Covalent Marketing can be your trusted partner on this journey. Contact us today to explore how MITM can reshape your brand's future.



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