Each year during , marketers look to uncover the latest emerging trends in the space. But what often can be the most compelling insight gained is whether their existing practices do in fact move the needle. That moment when marketers were questioning their past executions was on full display during the event – “Staying Ahead of the Consumption Curve”. During the seminar, which consisted of about 200 brand marketers, the panel host asked if doesn’t drive sales, should it be considered effective? Or should it be redefined?

In the last several years when real-time has been celebrated, one could make the case that there are more failed attempts versus success stories. As a result, at Taylor we don’t focus on real-time moments, but rather we look to identify right-time opportunities. Right-time marketing represents an understanding of knowing who your audience is, whether that channel or message would actually appeal to your audience and a level of planning that substantiates your approach. Because what has been known to happen is brands are hoping to be more lucky than good. That anxiously awaiting the next moment to insert your brand is more effective than solid planning, deep insights and sound content creation.

So the next time a major event is approaching, don’t bank on being lucky brand marketers – but rather plan to be good and prepared marketers; because being good can result in increased brand advocacy, interest and general awareness of your brand. Otherwise, you risk sacrificing quality for inexpensive impressions that potentially can do more harm than good.