Building Relevancy at Speed and Scale

Consumer buying behaviors change quickly. Agencies and brands are tapping into real-time signals to stay nimble and drive growth during uncertain times. To learn more, we spoke to Carly Johnson, SVP and Group Director of Strategy at Momentum Worldwide.

Know your audiences at a granular level. Agencies have become data-analysis powerhouses. With retail and social data – agency planning teams can identify segments that have the biggest growth potential and develop a messaging strategy for each. Johnson finds more success with greater precision, “We have to be much more localized, hyper targeted, in who we’re talking to – just to get the sale right.”

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Plan for the collapsed purchase journey. Retail data – combined with social and attitudinal signals – are helping brands to be present in the moments that matter. Reaching the right audience at the right time matters in a world where consumers quickly pivot from doom-scrolling to shopping.

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