Marketers are continuously looking for new methods to engage with their clients in the modern world, and they have started to use moment-based marketing to make their messages more meaningful. As you'll see below, brands have long been wise in their exploitation of trends to draw in customers. But first,
Moment Marketing: Meaning and Effectiveness
The ability to capitalize on ongoing events and develop communications and marketing materials around them is known as moment marketing. Brands utilize this to participate in the ongoing discussions that are relevant to the way they market.
Two factors for its effectivess:
• Because of the immediate nature and depth of the content that is currently available on-demand, customers are already a part of the 24/7 news cycle.
• Brands want to become part of their users' everyday interactions, and since trends are being discussed almost all the time, using them takes the brands' guesswork out of the equation.
Whether it's a meme, a trending video, a social network post, or a tweet, people are always connected and only a few taps away from discovering and sharing the most recent material.
You can benefit from moment marketing in the following ways:
• Embracing the present and releasing creatives that skillfully riff on whatever is occurring in the world at the time provides you an advantage as a marketer and makes it possible for you to stand out and be remembered.
• By participating in the conversation in this way, you can increase brand recognition.
• By naturally appearing in people's newsfeeds, you can make sure that your marketing message reaches them at the exact moment when they are most receptive and ready to respond.
Why Moment Marketing Outperforms Interruption Marketing?
Moment marketing outperforms traditional interruption marketing because it feels less forced and fake and more authentic and engaging than a normal TV commercial or skippable YouTube ad.
An intrusive advertisement that interrupts someone's day or a non-contextual sales message is more likely to be ignored by the target audience. Why take a chance with a direct pitch or conventional ad when you can strike up a friendly dialogue with your intended audience instead?
But it might be difficult to reach the appropriate customers with the correct message, on the right channels.
Now let's look at some innovative moment marketing strategies that can assist you in developing a fruitful moment marketing campaign.
How to create a successful moment marketing campaign?
Here are some personalized moment marketing ideas that might help you get customers' attention while emphasizing your main selling point.
• Utilize the moment
As one of the most effective uses of real-time marketing, Oreo's "You Can Still Dunk In The Dark" tweet during the 2013 Super Bowl will be remembered in the marketing lore. The company took advantage of a 30-minute power outage by sending out a timely tweet that poked fun at the game. It received over 18,000 retweets and quickly became a topic of conversation for audiences everywhere.
• Be humorous
By continuously releasing material that embodies their brand personality, brands build a loyal audience. Netflix does an excellent job of expressing its sassiness with consistently funny, tongue-in-cheek humor that encourages viewer interaction. Additionally, they never fail to apply culturally specific marketing.
• Surf the pop-culture crest
Remember the days when you couldn't browse for more than a few seconds without coming across something Game of Thrones-related? Brands took advantage of the audience's shared interest in the program by publishing social media content that was an inside joke only accessible to internet users as a whole. Utilizing popular culture to attract customers and increase virality is a solid strategy.
• Use already-existing memes or create your own
Google Trends shows that "memes" is becoming a more common search phrase than "Jesus". Reaching millennials, who spend more than 200 minutes online daily, is easy with memes. Because millennials in general dislike traditional advertising, using memes to make people laugh while making a passing reference to your company is a great method to attract customers without being too promotional or evident.
• Prioritize your buyers
Long-term success belongs to companies that put their clients first and genuinely care about them. As the Corona pandemic strikes the globe, some businesses have stepped forward to spread responsible messaging and benefit society as a whole. This is a fantastic strategy to develop long-lasting consumer loyalty.
Brands should refrain from trying to take advantage of this chance to boost sales, and communication leaders are advised to exercise delicacy, empathy, and respect.
• Don't exert too much effort
Finally, don't exert too much effort. Customers can see fakery a mile away, and companies that try to use a moment for promotional purposes or manufacture a topical connection are immediately called out on social media. Keep it true and attempt to maintain your authenticity.
Written by : Anshika Bansal
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