- With moment marketing, the goal is to establish a thorough awareness of the customer experience, which allows you to reach your audience at the exact point when they grab their device with the purpose to learn or purchase.
- Offering the appropriate material at this exact moment not only enhances consumer satisfaction but also decreases the likelihood that they will continue to search elsewhere for rival items.
- Real-time marketing campaign changes are required to capitalise on conversion-friendly questions as they occur in a successful moment marketing campaign.
What exactly is Moment Marketing?
For most brands, It’s said that moment marketing is about timing. When it comes to sharing or communicating a piece of content with the right audience, right time, and the reason, timing plays an important role, timing is everything.
Marketing campaigns keep the communication and engagement about the trending topic among the audience. Acing the topical content and being the talk of the town instantly among the audience is what every brand aims for.
Advantages of Moment Marketing:
- Saves a lot of money: To make a marketing campaign successful, it needs to be delivered to exactly the right individuals at the right time. Moment Marketing is more about capturing, innovating, the moment and making the most of it. One doesn’t have to spend a lot of money on advertising it. All that is required is creative minds to come together, know everything about the latest trends and understand what the audience is looking for.
- High Engagement: The audience has short attention spans and it might be difficult to interact with a business. In such times, Moment marketing is the finest way to get over the hump and conquer the obstacle. Moment Marketing by brands like Amul, Netflix, Zomato, Swiggy etc is acting with the right content and timing. The brand value can be communicated within a matter of seconds and connect well with the audience. The audience starts to comment, express their views about the trend, and immediately there is a spike in the engagement ratio. This is an easy and phenomenal way to get traction on content that is creative and expresses the point clearly and effectively.
- 3C’s Connection, Conversation, and Conversion: Moment Marketing at the right moment allows starting up a dialogue with your customers and establishing a real-time relationship with them. Because of this, buyers are more likely to find the product. This type of marketing helps in creating an organic relationship with the audience, who are more inclined towards the brand and are likely to convert as loyal customers.
Few Steps That Brands Use to Succeed in Moment Marketing:
- Listen to the audience and look for what is trending: As every person is now aware and active on social media platforms, it is easier to identify the patterns by listening to the audience. It is much simpler to identify what trends are capturing the interest of the audience within a few minutes, and brands should keep an eye on what is trending and is worthy of moment marketing. Accordingly, insert your brand into audience conversations and increase engagement.
- Humor as a part of the communication: For brands to make use of moment marketing it’s important to be humorous without being disrespectful while creating marketing campaigns for the businesses you work with. To make any campaign viral, humor is the answer. As long as a brand can find the light side of things, they’ll be rewarded with higher engagements and a larger following.
- Stay true to the brand: If a business wants to appear edgy or relevant, it has to walk the narrow line between easy moment marketing and the latter. The brand needs to have its basic values at the center of all your moment marketing campaigns to avoid falling into the latter type. It is equally important to incorporate the brand’s USPs, key messaging, features, etc. into the conversation. It shouldn’t be too pushy.
- Be careful and avoid moment marketing faux pas: Brands/companies must determine whether or not a specific moment resonates with their brand values and purpose. They need to check and understand whether or not it will connect with their main target demographic. Timing plays a crucial role when it comes to moment marketing, which is why it’s so prone to miss the mark or fail miserably on its face. There should be a certain set of rules that may assist any agency or brand to navigate and stay ethical. There need to be do’s/don’ts for any brands that need to be taken care of before running any marketing campaign.
Steps to Build a Moment Marketing Plan:
- Using Omnichannel Marketing: Conscious customers want each message they engage with, to impact the next one, regardless of the media. Marketers must embrace an omnichannel strategy to offer the fluid experiences that consumers want.
An omnichannel strategy will accommodate for this by utilizing technologies like beacons or geographical data. These beacons allow companies to detect when a prospect is in their shop or nearby, allowing them to deliver relevant material and offers to their smartphone, resulting in an in-store purchase.
These interactions are driven by real-time customer demands. An omnichannel engagement allows marketing teams to influence decisions in real-time.
- Making use of Customer Journey Mapping Tools: Marketers must identify where their customers are in the customer journey to offer communications that fit with consumer interests the moment they become relevant. Marketers will be able to prepare the appropriate messages to deploy when they notice a customer engaged with a certain channel as a result of this.
Accurate, thorough customer journey mapping is the consequence of accurate attribution data. Marketing teams must be aware of every touchpoint a prospect has had, as well as the importance of that touchpoint in pushing the prospect along the sales funnel. They must have a unified perspective of each “moment” across all of these devices.
- Include Personalized Messages: Consumer need for relevant interaction is, at its foundation, a demand for tailored content. This includes not just reaching them at the correct time, but also with the right messaging.
The message that is relevant to the values and preferences, the items and services that are most likely to stimulate the interest of the audience.
A look at a few Marketing campaigns by brands:
1. It’s all about the timing!
Oreo: It ran one of the most successful marketing campaigns in the year 2013. The brand utilized the half an hour-long power outage with tweets and retweets. There was a massive response of over 18000+ retweets, making the campaign viral all over.
In 2020, when Google and its services like Gmail, Google Drive, Google Meet, Hangouts, and Youtube were down globally for almost an hour. The audience took social media as a route to express their frustration and anger, whereas brands like Pepsi, Zomato, Taco Bell, etc took this opportunity and came up with their take on Google and its services.
2. Sales as the center of the Marketing Campaign:
In 2019, a few brands made the most of the Rahul Bose viral video that he shared via his twitter and instagram handle where he shared a restaurant charge of Rs 442.50 for two bananas. A lot of the brands took a dig at this episode with humor and took a ride for a short wave.
Brands across different categories took a dig at the hotel’s services and subtly, creatively talked about their product offering. Brands like Nature’s basket, Amazon etc compared the price, benefits being offered by their product with the price of banana offered by the restaurant.
3. Use of Humour:
Zomato is known for its witty tweets and has won many hearts of the audience on Twitter by making funny tweets on social media. In many cases, the audience preserves the spoon, spices or cans after getting their purchase. They tend to save. Accordingly, Zomato sent out a tweet about it which generated a lot of retweets and comments.
Similarly, a lot of Brands gain a devoted following by constantly releasing content that reflects their brand identity. As a result, Netflix’s sassiness is channelled into witty, sarcastic humor that sparks spontaneous discussions with its viewers. This includes translating their material for local tastes, such as here.
4. Event/Moment Specific:
With Neeraj Chopra’s gold-winning throw at the Tokyo Olympics 2020, not only has the country been made happy, but it has also provided a platform for brands to combine their marketing quotients with hopes for the adventurous triumph.
Amul that tops the moment marketing created a doodle over the victory of Neeraj Chopra to celebrate the success. [For more information, click here]
KFC had its take by sending across a congratulatory message with a gold medal, a gold medal of Fried Chicken. Swiggy made a word out of the distance of the Javelin throw in the Tokyo Olympics.
5. Engaging in a fun Banter:
To keep viewers interested, brands are known to participate in some good talk banter, have smart comebacks, and engage in Twitter fights between themselves. A few examples also assist brands in obtaining press coverage and PR pieces. Such banter keeps the audience engaged and attention span alive.
A few failed Moment Marketing campaigns:
Moment marketing works in some sectors when there is an impulse and the buyer is not interested in a long-term buying cycle. Additionally, companies must ensure to do the right trend with the appropriate relevant hashtag
When Egyptian demonstrations pushed #Cairo to the top of popular Twitter hashtags. Kenneth Cole jumped right into the debate, even going so far as to create a short link connecting the brand to the city. They subsequently stated that their goal was not to make light of a serious event, but to tweet about footwear by contrasting “boots on the ground.”
Women in abusive relationships are encouraged to share their tales using the hashtags #whyileft and #whyistayed. DiGiorno Pizza announced that it stayed for pizza, which was self-evident. When they discovered what the hashtag was referring to, they promptly apologised
The downsides of Moment Marketing:
In any case, most marketing campaigns go undetected. Brands that try to force-fit their concept into any news event that has no connection or link to the brand simply raise the likelihood that customers will ignore and feel irritated by them. We see almost a lot of tweets, shares, comments etc widely. It is available freely. It’s important to have good quality, free entertainment. It’s about creating compelling content on social media and other platforms that lets one display their ability easily. It’s about authenticity and creativity that attracts and is itself in a variety of ways, including words, films, tweets, photos, and music, etc.
Brands may use moment marketing to engage with their consumers and generate micro-moments of contact with their target audience. While they may appear to be easy and uncomplicated creatives, being an expert requires a significant amount of time, effort, talent, practise, and experience. These examples and marketing campaigns by some of the world’s biggest brands shows that moment marketing is much more than just posting content and is here to stay. For marketers, Moment marketing can help reach out to a large number of customers instantly and at a minimal cost which could help, improve, form a stronger and deeper connection with audiences over a period of time. Marketers have to be proactive and leverage the products or services that they intend to show the customer via such instant moments. It’s equally important to make a campaign be successful by creating a strong moment marketing plan, and leveraging customer journey mapping tools and marketing automation platforms to spark the connections across all the channels with the target audience.
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