Marketing has hit a breaking point: the old playbook of campaign calendars and batch blasts
no longer works. The reality is, your customers have seen it all. They’re bombarded across every
screen. They can smell a generic blast from miles away. They’re numb to your discounts, immune
to your urgency tactics, so they scroll by campaigns without a second thought. Consumers today
expect in-the-moment, context-aware marketing.

But delivering that kind of relevance is harder than it looks — and most marketers are still struggling
to keep up. Here’s why:

Why marketers struggle to meet skyrocketing customer expectations

To thrive, marketers must adopt a new approach — one built for real-time signals, adaptive
experiences, and growth designed moment by moment.

What makes this shift possible today is the rise of AI-powered agents. These intelligent services
act on behalf of marketers — suppressing fatigue, choosing the right channel, optimizing send
time, triggering in the moment, even generating copy — all without requiring manual setup.
Instead of relying on teams to chase every signal, agents scale personalization autonomously, so
brands can deliver relevance at customer speed.

So how do marketers make this shift and engage in the moment? Let’s break it down.

The future of marketing lies in moments — timely, contextual interactions that build loyalty. So what
defines a “moment,” and how can marketers harness them to drive growth?

Each moment has five core elements for implementing a goal-oriented experience:
     »    GOAL – What measurable outcome are you trying to achieve?
     »    AUDIENCE – Who is most likely to help you reach it?
     »    ACTION – What behavior signals the right time to engage?
     »    OUTCOME – What result was delivered in the moment?
     »    INSIGHT – What did you learn from the outcome, and how will it shape the next moment?

By framing experiences starting with the goal, you shift from guessing the target to designing
outcomes and letting AI surface the right audience and actions to achieve them.

When the GOAL is defined, Iterable finds the right AUDIENCE and ACTION to achieve it, delivers
the OUTCOME, and turns it into INSIGHT that fuels the next moment.

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.

Mapping to the Moment

Download the full Moments Based Marketing Whitepaper below.