What is Moment Marketing?
As digital marketing technology continually evolves, and consumers are no longer impressed or converting with standard marketing tactics, innovative strategies are born to give brands a competitive edge. One example is the increasingly popular ‘moment marketing’.
What is moment marketing?
It’s when online advertisements align with current events around the world. Or when companies react to viral incidents and content in real-time. Or even when brands take advantage of ongoing conversations by involving themselves in witty yet friendly ways to interact with consumers. It’s also when brands can connect their advertising campaigns both online and offline to reach audiences at the right moment.
There you have it – the reason why it’s called “moment” marketing.
But why does it work so well?
To stay ahead of the curve, brands often need to move away from static and standardised online campaigns that may no longer capture the attention of customers the way they used to. By showing up in consumer’s news feeds when their attention is at its peak, brands have the opportunity to deliver clever marketing messages when people are most receptive to them.
Unlike interruption marketing where TV commercials or unskippable ads come across as unwanted to consumers, moment marketing allows brands to reference pop culture, tv shows, recent events and engage with consumers more organically and authentically. Consumers are tired of pushy ads or salesy messages, and moment marketing is an effective way to generate meaningful interactions with the target audience instead.
You’ll often see popular brands such as Amul, Netflix, Zomato, or Amazon Prime tweeting on everyday events and viral content to consistently stay in front of the consumer’s eyes. TV shows such as Game of Thrones have inspired hundreds of brands worldwide to jump on the pop culture wave and create viral content for millions of fans to enjoy. Competing brands in the same industry often challenge each other to playoffs to win customer attention, with the biggest examples being McDonald’s vs Burger King, Coca Cola vs Pepsi, or even Oreo vs KitKat. Throughout the year, there are numerous opportunities and holidays for brands to jump on the moment marketing bandwagon. With so many festivals, sporting events, seasonal countdowns and celebrations, brands would be foolish to only target their customers with traditional marketing messages.
Another popular method of implementing moment marketing is by customising the latest memes. By reaching millennials who spend hours on their phones daily, memes are a super-effective way to deliver marketing messages without coming across as promotional.
There are countless ways to be successful with moment marketing, as long as brands are quick to deliver, stay true to their brand’s values, and can engage in friendly banter with their audience without trying too hard. Of course, in-house marketing and ad tech advancements make responding to events quickly much easier, and moment marketing campaigns a bigger success.
Overall moment marketing is here to stay as an efficient way for brands to connect with their customers spontaneously and cost-effectively, and we can look forward to witnessing even more hyper-relevant campaigns by brands globally.
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