By: Shakeel Sawar, Partner, Consulting, Deloitte Middle East

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:

  • What does the customer want?
  • When does he/she want it?

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:

  • Why does the customer want it?
  • When will the customer need it the most?
  • Does the customer have the ability to buy the product now?
  • If the customer does not have the purchasing ability/intention now, when will they have?
  • What is the right moment to interact with the customer?

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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