What is Moment Marketing ?
Def: Moment marketing is the ability to take advantage of ongoing events and creating communications & marketing collaterals around such events. This is used by brands to insert themselves in the ongoing conversations bring relevance to how they market.
-A Deloitte digital trend report defined moment marketing as, “The ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real time.”
Why it works:
Because of fast internet people are always just few clicks away from finding new content, memes, videos or stories. Over 50% of people in between ages of 18–34 have said they would drop what they were doing to look at some new content. So People are already part of the conversation due to social media, news, etc. Brands would want to be part of these conversations as people talk about trends.
Moment marketing is a perfect growth hack as it requires marketers to spend less money and extract more. It’s mainly smart copy and art or a tweet that gets the attention of the audience. In moment marketing -
What happens at the moment, stays forever!
Why Marketers have to do it?
Marketers are always trying to find new ways to connect to their customers and moment marketing is a way for brands to catch people’s attention by using trends. Many people think this is a new phenomenon but brands like Kit Kat have been using similar strategies since the 1950s.
Using the same standard marketing techniques can get predictable, this would help in moving away from generic messaging and allow you to build memorable communication around trends.
Never run out of Ideas: People love to see brands engaging in a light banter with a dose of humor. Funny thing is that trends are never-ending. What’s up Binod!
Drive innumerable two-way conversations: It is one sure way to get interaction and conversations from the audience that goes beyond the product and service. Every campaign and strategy has to connect a chord with the consumer, if it doesn’t then the brand should either skip the strategy or brainstorm ideas to break the clutter in the ad space.
Foster deeper relationships: Brands often scrounge for the audience ‘mind-space’ and cannot afford to be lazy. As consumers don’t enjoy anything that is passé. If everyone talks about the same moment in a similar way, which helps boost engagement.
Case Studies:
How to do Moment marketing a few examples.
Durex ‘rising up’ to the moment on Food day — Pun intended BTW
When offers run longer than presidential campaign
You’ll never run out of content to watch. And also, Binod!
How NOT to do Moment marketing — a few examples
Moment marketing works in selected categories where there is an impulse and the consumer is not looking for a long-term purchase cycle. Also, brands should make sure they bite the right bullet when it comes to getting on to the right trend and relevant hashtag.
When protests in Egypt put #Cairo at the top of trending twitter hashtags. Kenneth Cole took a flying leap into the conversation — even going to the trouble of creating a customized shortlink tying the brand to the city. They later clarified that they didn’t intend to make light of a serious situation, instead the intention was to tweet about footwear by comparing ‘’boots on the ground”.
The hashtags #whyileft and #whyistayed encourage women in abusive relationships to share their stories. Obvious to this, DiGiorno Pizza announced that it stayed for pizza. And then quickly apologized when they realized what the hashtag was actually referring to.
How to Do a Moment Marketing:
In its purest form, the recipe is simple yet complex. Take a trending topic, mix your creativity, combine two situations, and here it’s ready.
Points you need to consider on moment marketing is brand relevance and speed of execution.
Since everything that happens in the world turns in to news, brands must learn to ride the short wave.
Most moment marketing examples are tactical in nature and are used to increase brand salience by leveraging a narrow window of opportunity. It helps make a brand become more noticeable by associating it with a topic during the period that the particular topic is trending. It can be very effective when the topic has direct relevance to a brand or a product category.
A few more examples before we sign off!
Parle-G on replicating the monthgrid that depicts user moods for the year 2020.
When Red Bull signed up Felix Baumgartner for a record-breaking skydive from the stratosphere KitKat featured it on their social media.
MaG Scientist Take
Moment marketing is not an ongoing fad but is going to be there in the market for a long time. Now the question is how brands will use it!
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