In this fast-paced digital world, all the trends are changing rapidly. Different industries, alongside brands, are facing challenges due to this factor. An innovative way to connect is required for an organisation to connect with its customers. Here is where moment marketing comes into action. Yet people have questions, i.e., what is moment marketing? Identifying the right-moment marketing trends and capturing attention play important roles in this dynamic environment that is rapidly evolving. Let us find answers for what is moment marketing, its use and its significance.
Moment marketing involves creating and implementing content that is closely related to current or real-time events, trends, and other significant moments. It enables a business to engage with the audiences through real-time moments, news, memes, and current relevant content. Moreover, it is an effective marketing strategy that capitalises on the audience’s emotions and feelings. One of the moment marketing examples, in a Super Bowl event in 2013, Oreo captured the moment and said, “You can still dunk in the dark”, half time as the lights went out. At this moment, the marketing strategy has increased the company’s brand value, and people have been impressed with its creativity.
It is not possible to have successful marketing without having an established marketing strategy. We need to implement an effective strategy to make it more creative and appealing. Moreover, it should attract audiences and result in conversions. Some key factors that are required for a successful moment marketing are:
Capitalising on a trend is crucial. At the same time, the brand or business details should match the trend and the marketing strategy used in the video, reel, or ad related to the trend or event. This will help create an emotion in the minds of the audience and attract more audiences and users to the brand and business.
Actions have to be taken quickly. Trends are changing rapidly, and thus, marketing should be made available to audiences quickly and effectively. A well-set team is required to act on call. The ad, video, or reels should be implemented as the trend is still intact.
Trends never wait for us. They tend to change quickly. Therefore, it is important to follow trends. At the same time, you should be properly aware of changes in trends and updated on events and other cultural moments.
Quality content must be incorporated to gain the public’s attention. Creative content has a higher chance of gaining a larger audience. Unique and interactive content with brand details must be included in the content. It creates an initial impression in the minds of the audiences. Words, images or visuals, audio and relevancy are important factors in creating an impression.
Now we have an answer to what is moment marketing or moment marketing meaning is significant. Let us move on to the benefits and its importance. By focusing on current events and trends, it will acquire more users and audiences. Let us look into the benefits and learn why it is important.
There are several examples that made a tremendous impact. Some of the noticeable moment marketing examples are mentioned below:
India hosted the ICC men’s World Cup 2023, and the views went high to the sky on last year’s ICC men’s cricket World Cup campaign. Brands used this event to interact with audiences and increase engagement. Brands have used this event throughout the ICC men’s World Cup 2023 schedule. For instance, Zomato, a food delivery app, ideally used the cricket World Cup references to capture the attention of the audiences. All the times when a cricket match went to a Super Over, Zomato posted, “Why stop at Super Over when you can have a Super Meal?” and it boosted the engagement and increased their sales.
Indian Premier League (IPL) is a cricket festival season in India. Brands and businesses tend to use moment marketing strategies to capitalise on the IPL schedule. Swiggy created funny posts and memes related to ongoing matches that gained the attention of the users. They encouraged cricket fans and IPL fans to order food through Swiggy by incorporating promotions and contests. The brand used the excitement of IPL with marketing and creativity to generate more sales.
As we all know, Fevicol is a famous brand for its creative ads. Fevicol releases creative and meaningful ads with a strong bond theme. During the election 2019, Fevicol released an ad with a chair theme, that indicated a political seat. They incorporated a tagline to the ad, i.e. “Yeh Fevicol ka mazboot jod hai,” which means “This Bond is Stronger Than That of Fevicol.”
Today, micro-moment marketing is one of the main strategies for gaining attention from audiences. What is is micro moment marketing? Here is the answer. In micro moment marketing, short moments are captured when customers reach their devices to discover or understand something in general. Micro-moment marketing is used when audiences look for quick answers. Micro moment marketing is categorised into four, categories:
Overall, we have a well-explained answer to a common question, i.e. what is moment marketing, and what are its benefits. Understanding moment marketing meaning is important. It always depends on the time, creativity, relevance and authenticity of the content. Right moments are required to be captured and leveraged.
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