How moment marketing has changed the traditional approach

The best marketers are the ones who keep an eye out for what’s brewing in the marketing world. In today’s digital approach, moment marketing has fostered into a vital tool that is making its presence felt. We are in a world, where the brand believes in targeting the customers through personalized ad or marketing, rather than taking a conventional marketing approach. Gone are the days when marketers just used to rely on TV and print ads, with the advent of the internet, social media has taken the centre stage in our personal lives, it has helped brands to connect audiences widely.

Hence, marketers are shifting from traditional forms of advertising in favor of digital media. Deloitte’s digital trend report stated moment marketing as, “The ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real-time.” In layman language, Moment marketing makes people laugh and gives them a moment to connect with the target audience in a quirky manner with the fun intended creatives. It is an ideal form to seek viewers’ attention, and connect with them.

In a traditional medium, users often don’t find interest in seeing a TV ad in succession, or several times they feel it’s getting too much. But, moment marketing gives an edge to leverage memes, share interesting videos and creatives to grab the attention. The strategy works well as the audience can correlate, but it has to be proactive and responsive else, it doesn’t take seconds to face the brunt and trolling.

Users these days always prefer to go by the newest trends and keeps an eye on the latest trending topics. Hence, a creative post by the brand acts as an instant connect- and brings relevance to the brand’s image.

According to a report, nearly 70 percent of online customers believe that the quality, timing, or relevance of a brand’s message influences their perception of it. Brands are focusing not only to have a large follower base but also to have a huge engaged audience.

Moment marketing wins over traditional interruption marketing because unlike a typical TV commercial or skippable YouTube ad, it feels less forced and artificial, and more real in terms of engagement and not only grabs the attention but builds the virality in the content.

It helps drive page engagement, build a community of fun-loving audiences, and improve branding. Hence, Memes are a great way to reach millennials who spend over 200 minutes online every day and if the meme has your brand’s reference in a casual way then it’s a great way of getting the customer’s attention without getting too much into promotion.

Brands have realized that it helps them to reach their target audience in a quick time at a marginal cost.

Taking up the moment, and posting creatives/memes on the topic in real-time gives you an edge and as a marketer allows you to stand out and leave a lasting impression.
Joining the conversation be it Twitter or Instagram, tagging people, and leveraging the opportunity in this manner makes a brand familiar in the consumer’s mind.
Becoming a part of people’s news feeds organically ensures that your marketing message reaches them when they are most receptive and willing to listen or interact.

But there’s a hurdle, most of the time brands ride on each bandwagon without noticing if it suits their brand proposition or not. Hence, it is imperative to recognize it, and not take the risk of diluting the brand message in order to chase the moment. Humour should be evoked and used sensibly.

For example, our brand Prega News is not only known for its unique posts on social media but with time, the pregnancy testing kit brand has started engaging with topical trends also. Some of the few moments like #PinkBallTest, #InstagramDarkMode, #SmartChakra, and more were able to get the attention among users.

To run a successful ad campaign, you need to engage in moment marketing, and serve your ads at the right moment. By showing your ads to your target audience at the best possible time, you can improve the results of your ad campaign and drive more purchases, calls, or footfall to your business.

Gas-O-Fast known for its natural antacids is focused on establishing a stronger presence throughout the nation. To reach across markets, the brand rolled out new marketing strategies for 2021 in which moment marketing occupies a portion. However, we lookout for such trends where Gas-O-Fast can also imply the opportunity, in recent times, we leveraged #Worldhealthday, #Aprilfoolday, #IPL2021 and received a good response.

Manforce as a brand is particularly known for employing moment marketing creatives in its communication, and whenever an opportunity comes we try to encash it but it doesn’t mean we always follow the suit. It usually depends on how the specific trend is accepted among the audience. For example, we leveraged the #ShwetaMoment and got an excellent reach, where we received 5,38,998 Impressions on Facebook, and the engagement rate on Instagram was 37 percent. These are quite staggering numbers for a single post. Similarly, we posted a creative on the Rasoda moment, and got 7,77,721 Impressions on Facebook, while Engagement Rate on Instagram was 34%. On several occasions, moment marketing has worked in our favor, #PaatalLok, #SacredGames, and others have helped us in gaining better visibility.

About the author:

Joy Chatterjee, General Manager- Sales & Marketing, Mankind Pharma