The New Era of Moments-Based Marketing
How to Ditch Your Campaign Calendar and Evolve Your Marketing Maturity
Ready to ditch the rigid campaign calendar? This whitepaper reveals how to evolve your marketing from outdated tactics to dynamic, one-to-one customer engagement.
This essential guide will show you how to define crucial marketing “moments,” assess your organization’s readiness, and implement four key steps to truly connect with your audience. Discover how to activate your data, personalize customer interactions, reach users across every channel, and continuously optimize performance.
The New Era of Moments-Based Marketing
How to Ditch Your Campaign Calendar and Evolve Your Marketing Maturity
Ready to ditch the rigid campaign calendar? This whitepaper reveals how to evolve your marketing from outdated tactics to dynamic, one-to-one customer engagement.
This essential guide will show you how to define crucial marketing “moments,” assess your organization’s readiness, and implement four key steps to truly connect with your audience. Discover how to activate your data, personalize customer interactions, reach users across every channel, and continuously optimize performance.
The Death of the Traditional Campaign
Customers today live in an always-on world, and they expect brands to understand them. They’re digitally native and super-savvy—they know what data you have, and if they’re going to willingly exchange it, they expect you to use it properly.
The static campaign calendar doesn’t deliver on this promise and certainly doesn’t move at the speed of your audience. Batch-and-blast sends are driven by the marketer’s schedule—not the customer’s reality.
Marketers want to give the people what they want, but significant challenges are holding them back from real progress.
We’re at a pivotal moment, one where AI is driving one of the most profound technological shifts of our time. But it’s not enough for marketing technology to simply bolt AI onto outdated systems. In fact, 38% of marketers surveyed at Iterable’s 2025 Activate Summit are still relying on off-platform AI tools rather than a responsive system that’s specifically aligned to their goals.
It’s time to make a clean break from the past and move beyond traditional, brand-first tactics. The future is moments-based marketing—an era of true, one-to-one communication where every customer feels like your only customer.
So how do marketers make this shift and engage in the moment? Let’s break it down.
What Makes a Moment?
Every experience is composed of individual moments. As marketers, we need to create a responsive environment that allows customers to choose their own adventure.
Each moment has three core elements for implementing a moment-oriented experience:
- An audience: who is experiencing this moment?
- An action: when do they experience this moment, and what triggers it?
- A goal: what’s the intended measurable outcome?
By framing experiences using this lens, you can rethink communications from the viewpoint of your customer. Try completing this sentence for your brand:
65% of customers cite targeted messaging as their top reason to make a purchase. Brands that get all three of these core elements right and harness the power of moments-based marketing will turn their users into loyal fans.
