jerryking + marketing + impulse_purchasing   1

Marketing in the Moments, to Reach Customers Online - The New York Times
JAN. 17, 2016 | NYT | By ROBERT D. HOF .

MOMENTS are having a moment in advertising. Or at least a micro moment.....It is not just a matter of reaching people at a particular time of day, a capability advertisers have employed for decades. Randy Wootton, chief executive of the ad technology firm Rocket Fuel, which recently announced a “marketing in the moment” approach, refers to ancient Greek concepts of time: chronos, or sequential time, and kairos, a moment of opportunity independent of linear time. The latter, of course, is the one his company claims to employ for marketers.

Another key, said Brian Solis, a principal analyst at Altimeter Group, a market research firm, is that the ads need to be more useful than they are attention-getting. According to a Google survey, 51 percent of smartphone owners have bought from a different company than they intended on the basis of information found online.....However, to build brands, an effort that accounts for the majority of ad spending, companies need more than a moment. And few marketers currently have all the skills needed for moments-based marketing, such as ethnographic studies of their customers and the ability to match customer data to the right context,
intentionality  immediacy  GPS  location_based_services  Greek  LBMA  advertising  instant_gratification  purchase_decisions  brands  branding  marketing  ephemerality  impulse_purchasing  contextual  Ram_Charan  P&G  real-time  Flybits  moments  linearity  seminal_moments  chronological  kairos 
february 2016 by jerryking

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