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The “Moments Driven Marketing” blog series will look at the 5 governing questions that attempt to uncover what a customer wants. Stay tuned for the next post in the series, out in August!
With the increasing reliance and support of technology, brands are now able to get to know their customers better and more clearly than ever before. These brands have tried to answer the following two basic questions:
Some brands have been quick to take advantage of modern technology and find the answers to these questions. However, with time, the rest of the competition followed suit to figure out the same answers for themselves. With that, a necessity arose to have the 2 basic questions listed before – what the customer wants and when he or she wants- be broken down into 5 sub-questions:
Finding that right moment of interaction has now become one of the most important elements in truly understanding customer needs, resulting in another important question: how can the brand identify that right moment?
Perhaps this task is not insurmountable and all the required information is simply hidden and can be found within the data. Here a further questions presents itself: how can the brand decode the data? Clearly brands that will be able to decode faster and with accuracy will win the race.
The art and science of knowing customers’ motivations, preferences and behaviors better by decoding their data and applying these insights to better marketing is referred to as “Data Driven Marketing”. I would instead propose “Moments Driven Marketing”.
The intended goal of “Moments Driven Marketing” is to personalize and enhance the customer experience. It is all about identifying the right moments when a brand can interact with the customer, moments when a customer is highly receptive to a personalized experience tailored specifically for them. Stay tuned for the next blog in our Moments Driven Marketing series, where we deep dive into the questions.
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Shakeel is a partner in the Consulting practice of Deloitte Middle East and has over 17 years of experience within the field. He has led multiple large complex digital transformation programs and has served various multinational clients. Shakeel has played a key role in the rollout of multiple digital transformation programs and has global experience. Shakeel leads the Advertising, marketing & commerce market offerings in the Middle East. He has vast experience in the field of digital marketing and e-commerce.