Moment marketing is one of the ways brands use to create viral content using the latest trending news around the world and plugging their Product with it. It’s all about Storytelling, and humans told stories for as long as they could even start speaking. So, the Brand sells well if the story behind it is great, and this is captured by the content and is made viral to grab the attention of the new competitive generation.
Moment marketing creates a real-time connection between brands and customers. Social Media has become one of the key enablers of this form of marketing because it allows brands to do some real-time in-moment marketing.
Challenges: Today, when the world out there is so noisy and busy, attention span has reduced drastically, so Moment marketing helps the end customer feel that the brand cares about them as they are choosing them over their competitors. It is becoming complicated for marketers to draw consumers’ attention to advertisements. As ad blindness increases, brands rely more on momentary marketing to communicate with customers.
Pioneers in Moment Marketing: For the last 53 years, Amul has been riding on this strategy. Food delivery app Zomato is seen most active around moments these days. Brands like Hajmola, Manforce, Uber Eats, Fevicol, Parle, and Shilajit cash on the wave and frequently communicate with the public.
Smartphones and the great Internet penetration in the market: Almost 70 per cent of online consumers agree that their perception of a brand is affected by the quality, timing, or relevance of a company’s message. It’s no wonder that 91 per cent of smartphone users will look up information in the middle of a task when you think that more than 2 billion Google searches are done every day.
For instance, smartphones make it simpler to study, review, and compare your products before purchasing. In those fleeting moments of inquiry, finding ways to be there allows your customer to stick around.
Strategy:
- Ideate the journey of your consumer. What requirements do they have concerning your offer? Identify the micro-moments generated by that need.
- Weave together essential players such as advertising, IT, purchasing, etc., to determine the results you want your brand to achieve.
- Use websites, mobile apps, sales tools, web analytics, and automated steps to create an ecosystem to achieve those results.
- Track your results and look for ways to update your approach. Make the personalization of branding and customers a vital part of the user experience.
Why do we do Moment Marketing?
- Connect with customers
- Attention grabber
- Trendy so relatable
- Perfect timing
- To increase traffic, both online and offline
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