Marketing Is All About Moments; Don't Wait For Them, Create Them
Forrester, June 7th, 2019
June 7, 2019,
Volume 255, Issue 1

Marketers' attempts to profile, segment, and model customers implies that consumers are static and can be fully defined, but they are anything but

"Consumers are in constant motion, evolving their brand affinities, lifestyle choices, technology usage, and emotional responses to the world around them. Yet most firms rely heavily on traditional campaign strategies that are famously inflexible and require planning months in advance. To keep up with consumers and deliver experiences that provide value both to customers and brands, marketers need a new approach: moments-based marketing..."

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