The best marketing doesn’t feel like marketing – Tom Fishburne
Moment Marketing is a form of marketing that has evolved due to new internet trends.
How do brands like Zomato, Amul, Fevicol and Swiggy manage to always create such engaging content?
Why does their audience find their posts so relatable?
How do they always manage to keep their audience on their toes with their posts while some of us still get likes and engagement in two digits?
We understand your pain and we have the answer to your dilemma it’s a two-word answer – MOMENT MARKETING.
It is a phrase that is often used and executed by marketers, even more than the number of times Esha said ‘Shivaaaaaa’ in Bramhastra.
Just joking!
Coming to the point, to provide a more relevant message, marketers are continuously searching for innovative ways to interact with their target audience. Businesses have benefited for a very long time from popular current trends.
Moment Marketing, however, seems to be the most successful strategy for adding more people to their customer list! Moment marketing has always existed, despite being the most recent word in digital marketing.
What Is Moment Marketing?
The ability to capitalise on ongoing events and develop communications and marketing materials around them is known as moment marketing. Brands utilise this to participate in ongoing discussions and make their marketing more relevant.
Take a look at how brands joined the bandwagon to create engaging content when Argentina won the final match against France in the FIFA World Cup.
Fans all over the world went bonkers over it! Naturally, their favourite football player, Lionel Messi has announced it would be his last World Cup. Brands took advantage of this created content. Here are some examples.
Another great example is Netflix and the show Wednesday. Recently the show Wednesday has managed to get all the attention of the people. Like they say, “strike when the iron is hot”, and Netflix did exactly that.
Advantages Of Moment Marketing
1. Increases Engagement
Moment marketing enables instantaneous and direct communication with the audience. You must produce interesting material that draws viewers’ attention.
A trend that is correctly started creates a stir among people. In other words, it helps marketers get the appropriate level of engagement.
2. Saves a lot of Marketing Budget
A good marketing campaign must be offered to the appropriate audience at the appropriate time. The main goal of moment marketing is to seize, create, and maximise the current moment. Spending a lot of money on advertising is not necessary.
All that is necessary is a grouping of imaginative individuals who are knowledgeable about current events and are aware of audience demands.
3. Increased Conversions
With moment marketing, you can interact with your customers in real-time and establish a relationship with them at the right moment. Customers are therefore more likely to find the product.
Additionally, this type of marketing assists in creating a natural connection with the target market, which is more likely to result in brand loyalty.
4. Increase Brand Awareness
Keep in mind that a significant event or a trending topic might aid in the dissemination of marketing messages. To be more precise, marketers enter a continuous dialogue when they synchronise their ideas, products, or brands with a particular time.
Utilizing a moment’s popularity to promote a brand or cause can help raise awareness among an underserved population by both reaching new individuals and sustaining awareness of the company or cause among existing consumers.
5. Strengthens Connections With Current Audience
Widely publicised occasions, such as social or political circumstances, or ongoing issues act not only as discussion starters but also as a tool for establishing a live relationship with an audience or customer base or for reuniting with them.
Relational outreach examples include publishing updates and motivating words on an ongoing sociopolitical issue, such as an ongoing public health emergency, or sending Christmas wishes by email or text message.
6. Supports The Social Media Marketing Strategy
Another benefit of moment marketing is that it not only supports a marketer’s overall social media marketing strategy but also strengthens it. Be aware that current affairs or hot-button issues can serve as inspiration for writing web material.
It can boost social media engagement since a trending topic or continuing discourse encourages interaction.
Moment-based content has a greater potential of becoming viral and being shared, making it a non-paid promotional activity.
Techniques For Moment Marketing Success
1. Understand Current Trends
Due to widespread awareness and participation in social media platforms, it is now simpler to spot trends by paying attention to the audience.
Brands should keep an eye on what is trending and is deserving of moment marketing because it is much easier to discover what trends are captivating the interest of the audience within a few minutes.
To increase engagement, introduce your brand into audience discussions.
2.Don’t Stray From The Brand Ideology
A company must tread carefully between easy-moment marketing and the latter if it wants to come seen as cutting-edge or current. To prevent engaging in the latter type, the brand must be the focal point of all of your moment marketing initiatives.
Including the brand’s USPs, essential messaging, features, etc. in the dialogue is equally vital. It shouldn’t be overbearing.
3. Use Of Humour In Communication
When developing marketing campaigns for the companies you deal with, it’s critical to be amusing without being rude if firms are to successfully use moment marketing. Humour is the solution for any campaign to go viral.
A brand will benefit from increased engagement levels and a wider following as long as it can see the humour in things.
4. Be Cautious Of Momentary Marketing Gaffes
Companies and brands need to assess whether a particular moment aligns with the goals and values of their brand. They must determine whether it will resonate with their primary target demographic.
Moment marketing is so susceptible to falling flat on its face or missing the mark since timing is so important. Any agency or brand should be able to navigate and maintain its ethical standards with the help of a specific set of rules.
Before launching any marketing effort, there are some dos and don’ts that must be followed.
5. Pop Culture Reference
The easiest approach to capture (and hold) your listeners’ attention is through pop culture allusions. When Elon Musk bought Twitter and it was all the rage on social media, do you remember how difficult it was to navigate through any platform without coming across a reference to it?
What about references to classic works like Star Wars or any of the well-liked superhero films?
Your brand can produce posts that feel like inside jokes by playing on the general fascination with TV series, movies, etc. All while communicating your company’s ethos and discreetly fostering affinity among your target demographic.
6. Pay Attention To Trends
We are already tuned into audiences’ collective consciousness on social media platforms as social media executives and digital marketers. Because of this connectivity, it is simpler to identify trends and learn about significant news within a few minutes or hours.
Even though you may already be adept at recognising social media trends, you should continue to keep an eye out for those that can be utilised for instant marketing for the brands you manage.
Final Say
Moment marketing is more than just a trend; it’s a phenomenon that’s here to stay, as seen by some of the biggest companies in the world’s ongoing initiatives and greatest digital marketing campaigns.
Smart marketers may be able to swiftly and cheaply contact a large number of people thanks to moment marketing. In the long run, this might aid them in memory improvement and help them forge closer bonds with their audience.
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