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Because of their similarities we’ve recently identified that when to use Nested Attributes versus an Array of Objects has some folks a little “Brazed and Confused” (insert giggle here). Both have similar segmentation filters and data presentation behaviors in the Braze GUI, however, as we looked at specific use cases their individuality starts to blossom. Each function has distinct advantages, so let’s take a look at what they are, why you might choose one over the other, and examples of how you may use them in the wild! Nested Attributes What? Nested Attributes are essentially hierarchical data structures where an object contains several related pieces of data under a single key. Each object has its own defined attributes, creating a parent-child relationship in the data. Why? Simplicity in Representation: If you're working with a clearly defined relationship between parent and child attributes, Nested Attributes provide a structured way to manage that. It's an excellent choice for scenarios where the data complexity is moderate and can be understood within a single hierarchy. Optimized for Specific Data: When dealing with data that's directly related to the user or their specific actions (ex. location, product preferences, or personal identifiers), Nested Attributes provide a streamlined way to access and manage these pieces without having to search through multiple arrays. Efficient Queries: Nested Attributes allow you to easily query data based on the top-level object or its children. For example, if you need to target users who have a specific child attribute, Nested Attributes allow you to do this efficiently. How? Let’s say you are running an eCommerce platform, and you want to track your customers’ preferred product categories, such as home goods, electronics, and clothing. Instead of listing these categories as separate objects or in an array, you could leverage a nested structure with Boolean value types to quickly query users based on their preferences for product categories, enabling you to target only those users interested in electronics and clothing without digging through an array of objects. This segmentation logic is well-defined and straightforward which works is ideal for a Nested Attribute data structure, as displayed below. Array of Objects What? In Braze, an Array of Objects refers to storing multiple objects, each containing related attributes, within a list. Each object in the array is independent but shares a common format. Why? Flexibility with Variable Data: Arrays of Objects allow for more flexibility when the data you're working with may vary in size. For example, if you want to track a list of transactions or interactions, an array gives you the freedom to add as many records as needed without changing the overall structure. Tracking Multiple Events or Interactions: When a user engages in multiple interactions or has several related actions (ex. purchases, app interactions, or campaigns), storing them in an array of objects makes it easier to keep track of and query each interaction. Dynamic Data Growth: If the amount of data you’re working with fluctuates—such as event logs, purchase histories, or dynamic content—a flexible array structure is ideal. How? In a scenario where you want to track the entire purchase history of a user on an eCommerce platform, an Array of Objects would be the most appropriate structure since the list has the potential for growth. Understanding this, each purchase has several key pieces of data that need to be stored together in the payload object array. Each transaction is represented as an object and the array holds the user's entire history of purchased items. This setup is highly flexible, allowing for an indefinite number of transactions to be added over time. You can also define segmentation rules based on date, product purchased, or amount spent. Key Similarities and Differences Although we’ve clearly identified how to distinguish when and how to use Nested Attributes versus an Array of Objects, there is one thing very much the same. For a Braze end user, segmentation filter behavior will look exactly the same for both functions. When navigating to the target nested attribute / object defined in your segmentation filters, you access them through the same Nested Custom Attribute menu item. If you’re still working through the definitions outlined above, we’ve pulled together a quick summary to help you and your users choose the best function for your unique use cases. Nested Attributes Array of Objects Data Relationship Hierarchical (Parent-child) List of independent objects Use Case Best for representing single sets of related data Best for tracking multiple events, actions, or objects Querying Easier for querying specific related attributes Better for querying based on individual object data Data Growth Limited to predefined attributes; complicated append process Dynamic and flexible; can grow indefinitely Example Preferences, demographics Purchase histories, event logs Nested Attributes and Arrays of Objects each have their own perks in Braze and choosing between them really comes down to how complex and changeable your data is. Nested Attributes work great for more structured data that doesn’t shift around too much, while Arrays of Objects give you the flexibility to track multiple events or items that might evolve over time. Picking the right one helps keep your data organized which, ultimately, makes targeting smoother, and boosts personalized engagement in Braze. If you liked this post and want to learn more about an Array of Objects, check out this article where we dive into the best practice details on working with them. If you just want to get going with Nested Attributes and need help, feel free to reach out here and we'll be more than happy to lend a hand!

It’s human nature to stick with the familiar. It’s the reason you always buy the same toothpaste, listen to the same playlist in the car, and the restaurant down the street knows your standing order. In Braze’s world of marketing automation this autopilot mentality could be expressed in the desire to use Campaigns for all single messages and only Canvases for multi-step journeys. But what if using Canvases for single-message campaigns could unlock a wealth of opportunities? It's time to challenge the status quo and explore how this approach can elevate your marketing strategy. Right off the bat, let's start by addressing a common concern. Will you lose functionality by choosing a Canvas over a Campaign? The short answer - no. Canvases offer all the features from Campaigns you love - multi-channel capabilities, A/B testing, flexible delivery options, precise audience targeting, and the same intuitive content building experience. You're not sacrificing anything. In fact, it’s just the opposite, you're gaining potential! Why Use a Canvas? The primary advantage of using Canvas Flow for single message communications is its flexibility and future-proofing. A Canvas allows you to build and evolve your marketing over time without starting over. While expanding a single message into a multi-step journey is an obvious benefit, it's just the tip of the iceberg. Canvases offer a toolbox of capabilities that can enhance your messaging strategy: Next-Level A/B Testing with Canvases: Unlike Campaigns that need to be stopped to make testing adjustments (canceling the initial test), Canvases offer multiple ways to enhance testing: Create new variants and adjust audience distribution on the fly. Use Experiment Paths to define audience distribution and automate "winning path" selection. Leverage Personalized Paths , an Experiment Path feature (currently in BETA), to select the best-performing path based on individual user characteristics and behaviors. Dynamic User Profile Updates: The User Update component in Canvas allows you to modify a user's profile after sending a message. For example: Follow up A/B testing by setting an attribute indicating which variant the user received. Track engagement by updating a “last_engaged” attribute with the current date or track how many campaigns a user has been sent by using the “increment by” action that can increase ana numeric attribute value, for instance “campaign_interactions”. Enhance offer management by updating an “offer_sent” attribute with offer details which can be used to prevent sending duplicate offers. You can also update an array attribute to track each offer sent to a user. Log a custom event to the user profile when they’ve engaged with a high-value CTA in a sent message, for example, a “completed_survey” event when a user clicks on a feedback link. When to Stick with Campaigns While Canvases offer numerous advantages, there are scenarios where traditional campaigns might be preferable: High-Volume Bulk Sends: For sending millions of messages simultaneously, campaigns might offer a speed advantage due to their optimized sending engine behind the curtain. User Adoption: When people transition onto Braze they may be coming from less sophisticated tools. Therefore, having a wizard-like guided experience may feel more relatable and less risky (remember, people don’t like change) to start their Braze tenure. Using Canvases for single-message campaigns isn't just about breaking convention, it’s about opening a world of possibilities! We encourage you to experiment with Canvas for your next single-message campaign. You might discover innovative ways to engage your audience that you hadn't considered before. If you liked learning about when to use a Campaign versus a Canvas, then you might also like this article calling out four more Braze features you shouldn’t sleep on.

Each year Braze hosts their must-attend customer conference where marketers and their tech partners come together to learn and network, ideally setting you up for long-term success. Our team attended again this year as a sponsor, and the energy from Forge 2024 is still buzzing at Covalent Marketing! We had an incredible time (Vegas, baby!), connecting with industry leaders, learning about the latest advancements in customer engagement, and sharing our own expertise. There was so much to experience, and for those who couldn't attend, here’s what we think were some of the key highlights: A Venue Built for Connection The Virgin Hotel provided the perfect backdrop for Forge 2024. The layout was intuitive and spacious, allowing for seamless navigation between sessions, Alloy Alley, and networking areas. Despite the impressive attendance of over 1,000 participants, the atmosphere felt relaxed and conducive to meaningful interactions. Networking that Matters One of our primary goals at Forge was to connect with customers, partners, and the Braze team. We were thrilled with the open and engaging conversations we had throughout the event. Discussions ranged from specific martech challenges to broader industry trends, fostering a sense of community and shared learning. The Braze Forge mobile app also proved invaluable for networking, facilitating connections, and social interaction beyond in-person encounters. Braindates: A Hidden Gem A standout feature of Forge 2024 was the introduction of Braindates. This innovative format provided a dedicated space for small group and one-on-one discussions with peers, allowing for deeper dives into specific topics and challenges. Based on the overwhelmingly positive feedback, we hope to see Braindates return next year! Leveling Up with Braze Certifications Forge is known for providing a fantastic opportunity to enhance skills and knowledge through complimentary Braze prep courses and certification testing. Attendees proudly displayed their new badges, showcasing their commitment to mastering the platform. For those still looking to expand their expertise, the "forgevegas24" discount code offers continued access to certification resources until October 6th, 2024. Covalent Marketing and Census: Vegas Strip Food Tour We were delighted to co-sponsor a Vegas Strip Food Tour with a fellow Alloy Partner, Census, offering attendees a chance to explore the city's culinary scene. Our group enjoyed a memorable experience with delicious stops at Javier's (amazing Mexican food!), Julian Serrano Tapas (authentic Spanish cuisine with standout paella and sangria), and Maestro's Ocean Club (featuring their famous Warm Butter Cake). It was an incredible opportunity to connect with fellow attendees in a relaxed setting outside the conference venue. Looking Ahead to Forge 2025 We’re home from Las Vegas and Forge 2024 has come to a close, but the connections and insights gained will continue to shape our work at Covalent Marketing. We're excited to apply these learnings to enhance our services and solutions, driving even greater customer engagement for our clients. With the announcement that Forge 2025 will return to the Virgin Hotel in Las Vegas, we're already looking forward to seeing you at next year's event!

As a marketer, you’re consistently faced with the challenge of doing more with less. Between planning campaigns, analyzing data, and keeping customers engaged, the workload can feel never-ending. That’s where Braze’s advanced features come in. In this article, we’ll explore four powerful features that can help you move beyond the basics, enabling you to create smarter, more efficient marketing strategies. 1. Predictive Churn: Anticipate User Behavior Braze’s Predictive Churn taps into user behavior to anticipate which customers are likely to churn, (convert to a disengaged user) this enables you to intervene before it's too late. By analyzing past behaviors and assigning churn risk scores, this feature helps you target at-risk users with timely, personalized strategies—whether to re-engage them or drive additional purchases. Use case examples include: Risk Score: Each user is assigned a score based on their likelihood to churn, updated continuously with new data. You can use these insights to automate retention efforts, such as sending personalized offers or reminders to high-risk users, helping you keep your audience engaged without manual intervention. Automate Retention Campaigns: Let's say you customize your churn algorithm to focus on app usage. If a customer does not open or interact with your app for over a week, Predictive Churn will flag this user and trigger your automated campaigns customized for re-engagement. This approach saves you from manually identifying and responding to churn risks. With Predictive Churn, you no longer need a team of data scientists or months of development time to retain your customers. Braze analyzes the data for you, allowing you to act quickly and effectively to reduce churn, boost retention, and improve your bottom line. 2. Predictive Events: Smarter Triggers Most are familiar event-triggered campaigns—like sending a welcome email when someone signs up for your site or service. But what if you could trigger campaigns based on what a user is likely to do in the future? Predictive Events are like using a crystal ball to anticipate key user actions, such as expected purchases or app interactions, and then engaging with the user at the optimal moment. Let’s see how it could work. Anticipate Purchases: Imagine you’re running an e-commerce site, and you know that users who browse a specific product page multiple times are more likely to make a purchase. Predictive Events can forecast these behaviors and trigger targeted messaging—like a discount or personalized recommendation—before the purchase happens to help secure the conversion. Proactive Engagement: If a user is predicted to perform a high-value action (like making a purchase or visiting your site), you can use this data to trigger personalized messaging. This enables you to proactively engage users earlier in their journey, increasing the chances of conversion. Predictive Events shift you from performing reactive to proactive marketing. Rather than waiting for users to take action, you can engage them in advance, enhancing user experience and driving conversions before they’ve made a final decision. For marketers like you, these features provide the tools to stay ahead of customer needs, refine your approach based on data, and ensure your efforts are continuously optimized. Incorporating these into your strategies not only makes your campaigns smarter but also frees up time to focus on other high-impact tasks 3. Intelligent Timing: Optimize When to Reach Users Timing is everything in marketing. Even the most compelling message can fall flat if it’s delivered at the wrong time. Intelligent Timing helps you optimize when to send messages so that they reach your audience at the point when they’re most likely to engage. A couple of ways you can leverage this feature are: Individualized Send Times: Instead of sending an email blast to everyone at the same time, Braze’s Intelligent Timing adjusts the delivery timing to each user’s optimal engagement window. For example, if a user typically opens their emails around 8 p.m., Braze will ensure your message lands in their inbox at 8 p.m., regardless of what time the campaign executes. Continuous Improvement: The more Braze learns about your user’s behavior, the better (more intelligent) it becomes at timing their message delivery. This means your campaigns will continuously optimize themselves without human intervention to adjust send times, ideally leading to higher opens and click rates. By automating send times based on user behavior, you’re not only saving time but also maximizing the impact of each campaign. Better timing equals better engagement—and that means better results. 4. Intelligent Selection: Streamline A/B Testing Experimentation tactics like A/B testing are a key strategy for improving campaign effectiveness, but manually monitoring tests can be time-consuming. Braze’s Intelligent Selection simplifies this process by automatically determining the best-performing variant in real time through: Automated Optimization: Let’s say you’re testing two subject lines for a holiday sale email. With Intelligent Selection, Braze will automatically shift traffic to the higher-performing variant as soon as it gathers enough data. This ensures that most of your users see the more effective version without you lifting a finger. Data-Drive Decisions: As your A/B test runs, Intelligent Selection uses machine learning to make adjustments, meaning your campaigns are optimized in real time and you can be confident that your users are seeing the best possible messaging. Intelligent Selection takes the guesswork out of A/B testing. It saves you time while ensuring that your campaigns are always performing at their best, allowing you to focus on other high-impact marketing tasks. Braze offers a range of advanced features that help marketers automate and optimize their campaigns. By using Predictive Churn, Predictive Events, Intelligent Timing, and Intelligent Selection, you can anticipate customer behavior, send messages at the ideal time, and run more efficient campaigns without constant manual intervention. If you are interested in learning more about how to optimize your marketing with Braze, feel free to contact us .

The days of blasting customers with generic emails and hoping for a click are slowly coming to an end. In fact, more and more marketers are wising up and steering away from single campaign efforts because it’s no longer an effective approach. By examining a customer’s past behaviors, their lifecycle stage, and capitalizing on real-time triggers and signals, marketers can now appreciate customers as unique individuals with their own distinct needs. Embracing this customer-centric mentality fosters stronger connections and drives meaningful results, allowing businesses to thrive in a modern digital landscape. Overcoming Traditional Marketing Strategies To understand the benefits of customer-centric journeys, it’s crucial to first understand the opportunities missed with legacy marketing strategies. Historically, many businesses have relied on marketing approaches that, while once effective, are increasingly falling short in today's dynamic digital landscape. Let's quickly review a few of the more popular marketing methods that no longer pack the same punch: Single-channel focus: Marketers often focus their efforts on one primary channel, such as email or print. Unfortunately, this approach misses the omnichannel reality of today's customer experience where customers seamlessly switch between devices and touchpoints. Fixed or seasonal marketing plans: Marketing calendars are usually set far in advance, with campaigns planned around specific dates or seasons. This approach lacks agility and misses out on real-time trends or in-the-moment customer behaviors. Batch or static content delivery: Traditional marketing often relies heavily on pushing messages out to a broad audience, hoping to capture attention through sheer volume. This approach can feel intrusive and fails to consider the customer's specific needs or interests. While these approaches had their merits once upon a time, they now fail to capture the nuanced, real-time interactions that define modern customer experiences. Meet Customers Where They Are Effective customer journeys require an understanding of where customers are in their decision-making process. Marketers today should be transforming their legacy static messaging into a dynamic, multi-channel experience that supports them at every touchpoint. This means providing informative content during the awareness stage, in-depth comparisons during consideration stage, and clear calls to action at the decision stage. Then, post-purchase, executing personalized support and loyalty programs keep customers engaged. By leveraging data for personalization, maintaining an omnichannel presence, and triggering relevant content and offers, marketers meet customers where they are, building trust, driving conversions, and fostering long-term relationships. The Customer Journey So how do we meet customers where they are? Let’s use a (semi) real-life example to illustrate the potential. Imagine you’re in charge of marketing for Chicago’s newest annual music festival, Jammapalooza, and your team gets to create the communication strategy for ticket buyers. Liz, an avid music lover who enjoys attending concerts with her friends, got lucky and scored early tickets. During her registration process she indicated that her favorite artists are: Blink-182 and Billie Eilish. (excellent choices!) This may not seem like much information, but in reality you have enough detail to help personalize Liz’s event experience and to stay connected before, during and after the festival using multiple channels and platforms. So, instead of sending a standard, “thank you for your purchase” email and mailing her tickets, here’s what you could do: Pre-Event Personalized welcome email: No generic confirmation emails here. This purchase confirmation email not only ensures entry into the event, but it is also personalized for Liz with info on her favorite artists – Blink-182 and Billie Eilish (maybe linking to some past performances?). Interactive wristband activation: This is a no-cash / no-credit card event – wristbands only. Once you have delivery confirmation that Liz received her physical wristband, send her a message to activate it. Entice her to complete the activation process and offer up a promotion she can use at the event. Event app download: Everything about the festival lives in the event app. Liz needs to know she may miss out on a key performance if she doesn’t download the app to her phone in advance. Send her a message with some key benefits of downloading early. If you know she’s already got the app, send some recommended bands or show times based on her provided preferences. During the Event Personalized schedule: The mobile app allows Liz to set reminder notifications for her favorite artists’ schedules and locations. On festival day, the app prominently displays set times and stages for Blink-182 and Billie Eilish, and sends real-time push notifications to ensure she doesn’t miss any performance and has memorable festival experience. Interactive map: Helping attendees easily find their way around an event is a key to the optimal experience. The in-app map provides Liz with a clickable list of vendors to help locate what she’s looking for, and even favorite them to visit later. Using geofencing capabilities, the app displays Liz's location within the festival grounds and alerts her when she’s near a favorited vendor. Post-Event Survey and preference center: Continuous feedback and improvement are necessary to sustain interest in any annual event. After the event, send Liz a digital survey asking for feedback including a link to a preference center where she can choose the type of future communication she wants to receive, ensuring your emails and promotions are relevant to her interests. We know collecting feedback conversions can be tough – so add an incentive! Send Liz a “thank you” promotional offer for completing the survey and she will receive an exclusive discount on festival merchandise (you know, that t-shirt she really wanted but didn’t buy!). By personalizing Liz's journey at every touchpoint, from welcome emails to exclusive post-event offers, you can create a memorable experience that fosters brand loyalty and makes her want to come back next year. Key Take-Aways Getting the right mix of channels and personalization can be tricky, but you have to start somewhere! If you’re interested in standing up your own customer journey-based engagements, here are some things to remember: Ditch the one-size-fits-all approach: Move beyond generic marketing and tailor experiences that recognize customers as individuals with unique needs and preferences. Maintain omnichannel marketing: Develop a cohesive strategy across multiple platforms to meet customers where they are, whether on social media, or mobile apps. Focus on customer journeys stages: Tailor content and communication to each stage of the customer’s journey – awareness, consideration, decision, and post-purchase. Prioritize real-time engagement: Respond to a customer’s behavior and triggers in real-time to create a more dynamic experience. Build trust and loyalty: Personalized experiences foster stronger connections leading to trust, conversions, and long-term relationships with your customers. If you’d like to know more, or want help developing your own customer journey, you can reach us at: BrazeHelp@CovalentMarketing.com .

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. 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 Three Elements of Marketing in the Moment Data: The Bedrock of Understanding By leveraging first-party data and integrating it across sources, brands gain accurate insights into customer behavior, enabling the real-time and relevant interactions aspects of marketing that enhance engagement and loyalty. Timing: The Catalyst for Action Perfect timing is crucial in modern marketing. By being agile and responsive, brands can deliver the right message at the exact moment it matters most, ensuring impactful engagements that strengthens customer relationships. Message: The Catalyst for Action Effective messaging resonates with individual customer needs. It transforms marketing from a one-way broadcast into a personalized conversation, delivering relevant content that builds deeper connections and drives meaningful interactions. Why This Framework Drives Success To ensure success, it’s critical to have all three elements of MITM dialed-in. If you’re missing any components of the framework it will result in one or more of the following: poor messaging context, ill-timed communications, or missed opportunities. By harnessing the power of MITM and the proper use of Data, Messaging and Timing, you place the customer at the core of your marketing strategy. 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. 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.

Even with all the data and technology available, too many marketers still stand on their soapboxes shouting what great deals they have to offer. The problem with indiscriminately barking your message to any and all who will listen is that it’s hugely ineffective and alienates a significant portion of your audience. It’s time to accept that in this age of consumer enlightenment, companies are no longer at the center of the marketing ecosystem; customers are. This realization was just one of the reasons we developed the Marketing in the Moment ( MITM ) framework. MITM is the convergence of three core tenants: Data , Timing , and Messaging. In this article, we focus on the message aspect of the equation. The message is important as it conveys the offer of your communication (which doesn’t always have to be a promotion) and represents/personifies your brand's public voice. For Whose Benefit? Is the message you’re sending out to make a sale or is it for the benefit of the customer? What you choose to communicate says a lot about how much you value your customers. If you’re constantly promoting sales events, new collections, or product releases, it’s no different than being six and playing “pin the tail on the donkey.” Sure, sometimes you might get lucky, but you’ll usually miss the mark. Furthermore, how do you think it looks when (at least) one team within your organization communicates independently from the others. Does the customer now get double the messages? Worse yet, are they getting competing messages about pricing or products recommendations? Know Thy Customer Most people want to be recognized as an individual with their own needs and wants. We’ve already discussed the importance of timing, but equally important is the content and means of delivery. Messages should be personalized – not just in a ‘Dear Brian,’ kind of way, but based on their preferences and behaviors. If Sara bought three pairs of pants, she might not value a message about more pants as much as a message about some fashionable tops that pair well with her recent purchases. And why stop there? You can take it one step further by adding a timing component and sending her an alert when she’s near one of your stores! The Dynamic Duo: Message and Content Think of Message and Content as two sides of the same coin. They work together seamlessly, yet each has its distinct purpose and power. The Message (the Catalyst): The message is the engine that drives action. It's the clear, concise, and compelling directive that tells the customer what to do next. It's personalized and timely, aligning perfectly with the customer's current needs and behaviors. Whether it's a simple "Shop Now" button or a more nuanced "Discover your personalized skincare routine," the message must be irresistible. The Content (the Heart): Content is the foundation that builds emotional connection. It's the stories, visuals, and experiences that capture attention, resonate with the audience, and create a sense of rapport. Content can take many forms: blog posts, social media updates, videos, emails, etc. But no matter the format, the goal is to provide value, spark emotions, and ultimately, nurture a relationship with the customer. How They Work Together Imagine a beautiful gift box (the Content). The gift itself might be lovely, but it's the handwritten card inside (the Message) that adds a personal touch and inspires action. The message might say, "This reminded me of you," or "I hope this makes you smile." It's the message that completes the gift and turns a simple object into a meaningful gesture. In marketing, the message is often embedded within the content, but it can also stand alone. For example, a push notification that says "Your favorite item is back in stock!" is a message that can trigger an immediate action. The content, in this case, might be the product page that the customer is directed to visit. Below are prime examples of this messaging strategy: Abandoned Cart Email: The content might show images of the items left in the cart and offer styling tips. The message might say, "Complete your purchase and enjoy free shipping." Social Media Contest: The content might be a fun video or image that generates excitement. The message might encourage users to "Share this post for a chance to win!" Personalized Product Recommendation: The content might be a selection of items curated based on the customer's browsing history. The message might say, "We thought you might like these." Only by understanding the full picture of your customers can you deliver relevant communications with meaningful content and messaging. By focusing on delivering the right message at the right time and continuously adapting your strategy to meet the evolving needs of your customers, you can build a stronger, more authentic connection with your audience. If you'd like to learn more about MITM , drop us a note or check out our articles on Timing and Data .

The Role of Timing in MITM Marketers continuously seek the best way to send the perfect message to the ideal customer at precisely the right moment. From our decades of marketing automation experiences we developed our Marketing in the Moment ( MITM ) framework to help marketers in this pursuit. It’s a practical solution fit for today’s world of consumerism that begs for real-time relevance. MITM is built on three core ingredients: Data, Timing, and Messaging. In this article, we will focus on the timing aspect because, as the old adage goes: Timing is everything! More specifically, we’ll tackle why you must be on the consumers’ schedule, the importance of being nimble, and where you can make some changes to become a more agile marketing department. We’ve Always Done It That Way For decades, marketers relied on meticulously planned, pre-scheduled campaigns tied to a fixed calendar. However, in a world where customers demand instant gratification and real-time relevance, this static approach is as valuable as a new VHS tape recorder. Customers don't live their lives according to your marketing calendar, and trying to force your own agenda and timing undermines your relationship with them. If you stick to a fixed and rigid marketing calendar, you’re sure to experience the following pitfalls: Missed Opportunities: Static campaigns are inherently constrained by their schedule. When a customer experiences a need, or a new trending topic unexpectedly emerges, brands may be unable to adapt quickly enough, missing out on valuable moments of engagement. Generic Messaging: Pre-planned campaigns often necessitate the creation of generic content and messaging to appeal to a broader audience. This lack of personalization dilutes the impact and makes messages feel irrelevant to the individual receiving them. Outdated Insights: Campaigns designed too far in advance risk relying on data that may become stale by the time of execution. This can lead to misaligned targeting and messaging that fails to resonate with evolving customer behaviors or preferences. Keep It Real and Flexible Understanding that dictating your desired timelines onto a customer can be ineffective, means you must be ready to answer the call when they are “in the moment.” Your marketing approach must be agile and flexible to thrive in today's dynamic landscape. Marketers must embrace the real-time nature of a modern, sophisticated marketing organization to capitalize on these moments. This means having: Real-Time Data Insights: Leverage data analytics tools to monitor customer behavior, market trends, and social sentiment in real-time. This continuous flow of insights allows for rapid adaptation of strategy and messaging. "Always On" Content Creation: Instead of focusing on large-scale, pre-scheduled campaigns, invest in a continuous content creation process. Develop a library of versatile assets (images, short videos, testimonials, etc.) that can be quickly repurposed and deployed across channels in micro campaigns or journeys. Moment-Based Triggering: Employ AI-powered tools to identify pivotal moments when customers are most receptive to engagement. These triggers could be based on location, purchase behavior, or real-world events. Triggers and Sensors: There are so many ways to track customers, from their web browsing behaviors online to their physical location via store beacons. You need to keep your eyes and ears open to these signals and be ready to act when the moment is right. The MITM framework offers a solution to the challenges of static marketing to help you become more agile. It envisions: Contextual Intelligence: Understanding what a customer needs at any point in time by collecting, analyzing, and cataloging real-time data signals. Proactive Engagement: Ensuring your marketing technology infrastructure is set up to quickly ingest real-time data signals so that they can be read and actioned by your customer engagement tools (like Braze) without any friction. Personalization Enablement: Understanding the customer as a whole by factoring in their declared preferences, transaction history, real-time behaviors, and anything else that will allow for your message to be as relevant as possible. Embrace the Benefits of Change The shift from static to agile marketing is not merely a trend, but imperative for survival in this modern marketplace. Embracing the MITM framework empowers marketers to break free from the constraints of outdated practices, by seizing opportune moments for engagement and forging genuine connections with customers. By prioritizing real-time relevance, personalization, data-driven insights, and most importantly, impeccable timing, you can transform your marketing strategy into a dynamic, customer-centric powerhouse. The question is not whether you should adapt, but how quickly you can embrace this new era of marketing. The future of your brand, and its ability to connect with customers at the precise moment they are most receptive, depends on it. If you find this valuable, please check out our sister MITM articles on Data and Messaging .

The Role of Data in MITM Marketers have long pursued the best way to deliver the right message to the right customer at the right moment. Our Marketing in the Moment ( MITM ) framework solves this in a very tangible way. It enables the skillful execution of real-time personalized customer engagement in. MITM is built on three core elements: Data, Timing, and Messaging. This article will focus on the data aspect of the framework, highlighting the importance of first-party data, the integration of disparate data sources, and the alignment necessary to create hyper-personalized, customer-centric experiences. First-Party Data: The Bedrock of Understanding Data is a foundational pillar of the MITM framework because it unlocks insights into a customer’s intent, preferences, and behaviors. We’ve discussed in a prior post, the fact that first-party data has become the lifeblood of the modern marketer. It’s collected directly from your customers through interactions on your website, app, social media, and other owned channels, making it a priceless asset unique to your brand. First-party data is essential because it provides: Accuracy and Relevance: Unlike third-party data, first-party data accurately reflects your customers' preferences, behaviors, purchase history, and feedback. Ownership Rights: Though collecting first-party data may require extra effort and expense, it is often less costly than consistently purchasing third-party data. Furthermore, owning the data gives you complete control over its collection and usage. Personalization Enablement: Detailed insights from first-party data enable brands to create hyper-personalized experiences that resonate with individual customers, enhancing engagement and loyalty. Integrating Disparate Data Sources: Getting the Full Picture To maximize MITM’s potential, it's essential to break down data silos and integrate disparate data sources within your organization. Creating a holistic view enables a more comprehensive understanding of the customer journey and supports seamless, cross-channel interactions. The most commons ways to orchestrate your data infrastructure into a modern tech stack include: Unified Data Platforms: Implementing a bodiless Customer Data Platform (CDP) a.k.a. a composable CDP, or similar technology, consolidates data from multiple sources, providing a single, unified view of each customer. Cross-Department Collaboration: Encourage different teams (e.g., marketing, product, sales, customer service) to share insights and create a cohesive customer-oriented data strategy; customers don’t care that you’re in different departments with different KPIs! Real-Time Data Processing: Utilize tools that enable real-time data processing and analysis, ensuring your marketing efforts are timely and contextually relevant. Crafting Data Alignment: Placing the Customer at the Center Becoming a customer-centric marketing team is a noble pursuit. While some organizations have made the transition from being product-centric, others are still working on it. You need the right data available on-demand to follow a customer’s journey and send meaningful communications. This requires: Real Time Data: In an agile and real-time marketing age, you need to capture the data in real time. Then, you should be empowered to leverage this data in real-time through proper data integrations. Customer-Centric: This goes beyond changing a few database keys from Product_IDs to Customer_IDs. You need to effectively track, integrate, and leverage data from across the customer’s lifecycle, such as tracking campaign history, offers received, and content blocks shown. Customer Preferences: Respect and accommodate your customers’ preferences by developing a preference center to capture their preferred content areas, communication channels, and messaging times. Allowing customers to choose what, how, and when they hear from you only enhances their overall experience. Addressing the data element of the MITM framework and understanding its contributions is crucial to a successful modern marketing strategy. You can deliver personalized, timely, and impactful marketing messages by harnessing the power of first-party data, integrating disparate data sources, and aligning your data to be customer-centric. As we move further into the era of real-time marketing, these practices will set brands apart and build lasting customer loyalty and trust. With the right data being captured, organized, and analyzed you can focus on the Timing and Message portions of MITM framework.

On September 23-25 Braze will host their annual user group event: Forge . This year, it will take place in Las Vegas at the Virgin Hotel and Casino, with over 1,000 of your closest friends, many of whom you haven’t met (yet!). Attending a large software user conference can feel overwhelming. But for us these are old hat, so we’ve done some of the pre-work for you by scanning the agenda and creating a checklist to help you get the most out of your Forge 2024 experience: 1. Install the App Before you even arrive in Las Vegas, download the Braze Events app (available for iOS and Android ). It’s your essential tool for staying organized and getting the most from Forge. 2. Get Certified Did you know Braze is offering free prep courses and certification testing for attendees? With 15 badges available, there’s something for everyone. Don’t miss this opportunity to boost your credentials (at no additional charge)! 3. RSVP for Key Sessions There are some great sessions this year and here were a few of the standouts in our book: Meet the Moment (TUE 1pm)  – Marketing in the moment is key to winning the hearts of consumers today. Learn how SoFi and Talkspace drive relevance at scale with data, AI, and cross-channel messaging. Powering End-to-End Optimization (TUE 3pm)  – Discover how leading brands are using Braze and its full suite of testing and experimentation tools to power end-to-end optimization and provide guidance on how to design, implement, and analyze tests that can help you fine-tune your marketing campaigns. Trend-Driven Innovation (WED 10:50am)  – Stay ahead of the curve by learning the global trends shaping consumer behavior and marketing innovations – but more importantly, gain actionable insights to anticipate shifts, refine your strategies, and maintain a competitive edge. Learn to be a Champion (WED 4:30pm)  – Don’t miss the chance to hear from Olympic athletes Katie Ledecky and Alex Morgan as they share how they continue to push the limits of performance and innovation, fueling their incredible successes. 4. Network, Network, Network! Forge is all about connections, and this year they’re making networking easier than ever. Here are a few ways to get involved: Braindates (All new) – Engage in conversations and get answers to your burning questions, either in a 1:1 or group setting. Be sure to check the app and schedule your session. Please allow us to shamelessly plug Ryan’s session on Journey Based Marketing and Stanton’s on Migrated on to Braze. Alloy Alley – Explore new tools and services, like Covalent 😊, that can enhance your marketing efforts. Check out our booth for fun games and a chat with our experts. Set Ups – Ask your Account Executive (AE) who would be a good person to meet with to help you achieve your conference goals. 5. Social Surfing You can follow what others are talking about on the socials using the tag #BrazeForge24. Even if you can’t make it this year, you can still feel like you’re a part of the action! Our Covalent Marketing team is excited to sponsor this incredible event again this year! Be sure to visit our booth, grab a custom poker chip, and let’s chat about how we can help you unlock your marketing potential. Don’t hesitate to set up a meeting or connect with us in advance – we can be easily reached at: brazehelp@covalentmarketing.com . Viva Las Vegas!