In order to truly engage with consumers and resonate with audiences, marketers need to target consumers at just the right time on their path to purchase. This is done by understanding where and when to engage with your target audience along the omnichannel journey. To make an impact that drives them down the sales funnel, marketers have to be available with tailored messaging and relevant products the moment the consumer needs them.
This has come to be known as moment marketing, or micro-moment marketing. Rather than disrupting a customer or prospect as they move through the day, marketing teams serve customers the content they want, at the moment they are looking for it. For example, a common tactic might be emailing a customer an offer for your product, and hoping they read it as they catch up during their morning commute. However, this is not the best time for the customer. They are catching up on work emails, preparing for their day - it is unlikely they will choose to make a purchase on the train to the office.