If delivered at the wrong time, an advertising campaign will not yield the result you expect, regardless of how ground-breaking, nerve-wracking, or visually appealing it is. You have to wait for the right moment to put an impact, and that is when moment marketing comes into the picture. The textbook definition of moment marketing is the ability to leverage a particular event to deliver related and relevant content which is spontaneous and often has fleeting interactions with the consumers in real-time.

Earlier, brands added a lot of interruption marketing in their playbook to gain traction. Simply put, they broke up the narrative of a TV show people were watching, creating urgency through the advertisement and promoting their product. So what happens when the plan, which is interaction marketing fails to work? Shifting to attention marketing is one possible solution, and that is where the moment marketing techniques fit right in.

Brands and businesses leverage moment marketing to take advantage of current and ongoing events for creating connections and marketing collaterals while these events take place. Brands and businesses use this technique to position themselves in the ongoing conversations, thus, bringing relevance to how they market.

Let us see what the advantages of moment marketing are.

Advantages of Moment Marketing

• It saves a lot of money

It becomes relevant and effective when a marketing campaign reaches the right people at the right place and moment. However, that is not the case when it comes to marketing campaigns. It is more about seizing (sometimes even making) the time and making the most of it. And for this, brands do not need to break the bank and spend whopping advertising expenses. All they need is a team that remains on the top of their game regarding trends and knows their ways around the consumers and audiences.

• Brands Become the Talk of the Town

A brand or business needs one particular moment and solid content that can connect with your audience and communicate the brand value. Usually, people connect with the brand the way they voice their opinion about a particular trend. If the content comes out well and brands communicate their message nicely, it will soon become a sensation and skyrocket engagement.

Since people have a short attention span, engaging with a particular brand can be a real challenge. If they want to overcome the hurdle, moment marketing is a suitable technique.

• It All About 3Cs: Connection, Conversation, and Conversion:

Moment marketing offers an ideal platform to strike a conversation and come up with a real-time connection with the consumers. It is because the latter searches or reads about a particular trend or news at the time. Moreover, it enhances customers’ chances of discovering and creating a high recall. Apart from this, it also creates an organic relationship with your followers, who are more likely to convert on their terms.

• Captures User’s Attention and Encourages Conversation

Moment marketing is a way of opening the door to open an amazing conversation! Yes, you can offer a post for audiences to react to and comment on. As you start talking about the trends, it will become a sensation if it comes out well, and people will begin discussing a topic on a digital platform. Thus, moment marketing increases engagement!

Now that you know the advantages of moment marketing let’s talk about some viral moment marketing moments.

Examples of Viral Moment Marketing

• Netflix – Showcasing Fine Examples of Stiletto Sarcasm rather than Blunt Criticism

A popular OTT platform, Netflix has been making the most of Moment Marketing. They regularly use Twitter as their medium to reach out to their audiences. If one checks out their Twitter handle, they will find their tweets about everything. They connect it all with binge-watching, whether in the rainy weather in Mumbai or the viral Jal lijiye meme.

• Burger King – The King of Marketing Good Moments

Burger King is not just the king of burgers but is quite well at capturing moments. In November 2018, the brand poked fun at Kanye West with their famous “Explains a Lot” tweet. It was when the rapper announced that McDonald’s was his favourite place to eat a meal. The brand cleverly hit back with their “Eyes still closed, I guess” tweet, which was about the rapper’s claims that his eyes are now “wide open” as he was seen distancing himself from politics.

• Amul – Utterly Butterly Deliciously Timed

If we were to choose a leader in the ‘moment marketing’ space, Amul, the dairy brand, is the clear winner. It is probably the only brand whose campaigns exhibit the same theme and style for nearly five decades. When one thinks that they have pinned down their all-time favourite ad, the next week will in another ad that will be equally good. This happens to be the best part about Amul advertisements. In fact, to date, the Amul Girl amuses the Indian audiences with her phenomenal one-liners nearly every day.

These are some of the classic examples of how brands use moment marketing.

Conclusion

Be it in life or in the marketing world, being in the moment has always proven beneficial. This is exactly why more and more businesses and brands are trying to ride the wave of moment marketing in order to amplify their core messaging or enhance their presence and reach digitally. Recently, online trends have made their presence felt across every social media website.

The new-age content consumer pays close attention to them and actively participates in these conversations. Therefore, brands do not shy away from speaking their minds and use such moments to communicate their offerings and ideology intelligently. Whether it is Amul’s girl’s sense of humour and the way she gets away with every controversy with her wide-eyed innocence or Zomatoe’s witty one-liners, brands are making real-time connections with customers regularly.

Having said all those things, we have to break it to you that moment marketing is short-lived. Brands can only leverage it for a particular time, i.e. till the time an event is trending) by linking it with their products and services to improve sales. So it is of utmost importance that the person responsible for this segment should be a fast decision-maker and the one who knows a thing or two about moment marketing.