The Power of Now: Why Moment Marketing Matters.

What is moment marketing?

Imagine you are at a party and everyone is conversing about the latest celebrity thing. Moment marketing is like joining these conversations, but with a twist: infusing your brand's message. Instead of creating something generic, you come up with something fun and relevant to what people are already interested in. It's like whispering a cool joke in their ear right when they are ready to laugh. This can make people remember your brand for way longer and even buy something on the spot because they are so engaged!

The many scopes of moment marketing:?

1. Increased brand awareness: When brands participate in trending events, their exposure is widened. This will help to increase brand awareness and engagement time, as it will encourage conversations to happen, online and offline. For example, a brand can make a social media post about a recent news story or a pop culture event. A good, witty and relevant post is likely to be shared and liked by users, essentially promoting the brand. Moment marketing can also push audiences to visit your social media or website. For instance, a contest can be organised by a brand in which users need to submit their content on ongoing trends. This kind of campaign can be great for creating excitement and some much-needed buzz.
2. Enhanced brand image: A well-executed moment marketing campaign can also demonstrate that your brand is not just relevant, but able to engage thoughtfully. This will also allow you to present your brand as innovative, future-focused and customer-centric. A brand that produces a comedic social media post about a current event demonstrates that they have a good sense of humour and are willing to take risks. Or, a brand that uses moment marketing to bring awareness to an important social cause communicates that their interests are not just in what falls into their bottom line. In both cases, we have brands which are making use of moment marketing to craft digital content to interact with the audience.
3. Building Customer Relationships: When you establish a deeper, more meaningful human connection with your consumer base through moment marketing, you provide them with more value, establishing a more loyal customer base. Moment marketing will allow you to demonstrate to your customers that you are not just a non-human corporate entity, but a brand that is aware of and interested in the same things they are. This can foster community and brand loyalty. Moment marketing can also help you to add a human touch to your brand and make it more likeable to the consumer. You can demonstrate that your brand has a real personality by engaging with the newsworthy topic of the time or showing your place in creating a new trend. This will drive a more emotional connection with your customers.
4. Real-time responsiveness: Traditional marketing is often slow and complex. They can take months to develop and execute by which time the cultural moment they were designed for might have passed. But, moment marketing, on the other hand, is quick and responsive. Brands can make use of social media or other digital platforms to create a marketing campaign in a matter of hours or even minutes. For example, a brand could create a social media post in response to a major news event or an award show within minutes of it happening. This kind of real-time responsiveness can show consumers that brands are paying attention to what’s happening in the world.

Some popular examples of moment marketing:

1. Oreo’s Blackout Tweet:

In 2013, the American cookie brand Oreo became an unlikely star during the Super Bowl. The Super Bowl, one of the most-watched sports events in the US, is also a great advertising opportunity. But who would have thought that a single tweet could steal the spotlight?? A power outage occurred during the game, leaving the stadium in darkness and the TV audience baffled. That’s when the cookie brand’s advertising team sprung into action. They posted a simple tweet, with the words: “You can still dunk in the dark”. The visual was minimalistic. It showed a dimly lit Oreo cookie.

How did the people react to it? They welcomed it with open arms! Within just a day, the post was retweeted thousands of times. Not to mention the sudden spike in followers on Twitter and Instagram.

Oreo’s immediate and clever response to the blackout event garnered praise, helping to spread brand awareness and build stronger customer relationships.

2. Amul’s Topical Ads

Amul is a dairy brand known well throughout the country. Its topical ads are another great example that shows the power of moment marketing. For over five decades, the iconic Amul girl, with her bright eyes and mischievous grin, has been commenting on current events, social issues, and pop culture with a healthy dose of humour. This is Amul's take on moment marketing, and it's a marketing masterclass.

The topical ads by Amul go beyond the purpose of selling. They evoke a sense of brand loyalty and make Amul more than just a product. By sparking conversations, and raising awareness about social issues, Amul builds a strong relationship with its existing customers and tries to expand its audience.

Their ads are witty and more importantly, they connect with the audience. It’s another shining example of effective moment marketing.

Takeaway:

Moment marketing is not a fad. It's a strategic approach capitalising on real-time relevance to connect with your audience. This strategy can effectively help your brand gain a wider audience and prominence. In conclusion, moment marketing is a powerful tool to stay ahead of the curve and forge authentic connections with your target audience, ultimately boosting brand loyalty and driving long-term success.