Living in the moment!

Ever wondered why the advertisements of companies like Amul are so intriguing and well-published on every occasion, minor or major, it doesn't matter? Well, the answer lies in the "moment". Just to let you all know, that, there is a separate wing of advertisement which is on a rise in today's world and it is called as "Moment marketing". The companies have never stopped experimenting with thoughts, ideas and perceptions ever since and hence, "moment marketing" has risen to be a buzzword for the younger audience of this country.

It is highly believed in the marketing industry that such a concept was initially launched by Amul, on purpose. We all know Amul has been benefitting creatively from the minorly major occasions that have been buzzing around us for a century, now, with their "utterly butterly" campaigns. The basic idea behind such an advertising strategy is to basically get noticed through a popular incident that has been ongoing in the environment in which you exist. Thereafter, many big brands got even bigger by following such a strategy, like, one which ignited after the Bollywood actor, Rahul Bose was charged Rs. 442 (approx. $5.5) for buying two bananas at a luxury hotel, later on, companies like Zomato and Swiggy started a meme campaign altogether promoting their delivery and service mechanism as better and cheaper than that of a luxury hotel! The next example which we can beautifully place here in the list of moment marketing list is that of almost every social media-friendly company, at the time of rising of a pop-word, "Binod". Every brand which has a regular interaction on social media with their consumers and the entire world, as a whole, for instance, played along with their style of advertising by efficiently using this word as an anchor for pitching in their product/ service in the market.

Now, the question which must be popping up in your mind that what's the purpose of opting for such an out-of-the-box strategy when we have quite a few other options out there to enjoy and to push our advertisement and marketing propositions to the next level. Well, the answer has got quite some points which can help in settling those questions in the form of thoughts, which might end up being answers as well, who knows, right? So, starting off the list:

• It is much cheaper and more efficient than the normal and traditional techniques which the marketers have been following for decades, now. The major reason is that an advertisement is only successful when it is able to reach the right audience at the apt frame of time and that's where the concept of "moment marketing" comes into play because, for this, there is no such "right" thing which exists. It is more about gathering the maximum you can in the least span of time, at a "moment".
• The bigger advantage that the company could hold after adopting such a technique is that they become part of the 'buzz' which goes around the market as well as the industry. This is because of the reason that, since you do your campaign around the existing buzzwords, obviously, you will be the talk of the town. Since it is a fact that the attention span of a human being to an advertisement is quite low, so, it is important to deal with the stuff which excites a larger crowd, and here, only the "moment marketing" can act as a saviour.
• Lastly, I believe, every story related to all the in-and-out of a company revolves around the concept of C2C, which I love to call 'Connection to conversion'. Everything in the world of marketing starts with the idea of connection and ends up at one of the later stages of every cycle, which is conversion. Here, "moment marketing" helps in connecting to your prospects and customers via talking about the popular concepts which are floating in the environment in relation to their motive. Also, later on, those interactions related to such concepts make the conversions happen.

I strongly believe, after going through the above text and coming here had given you some insights about the technique of moment marketing. If you have anything to contribute, do let me know by commenting. If you really like my content, do consider subscribing to the newsletter "The Marketing Polestar" for an insightful piece of text related to marketing. I will see you all next Sunday, until then, have a prosperous week ahead.

Cheers.