Moment marketing is rapidly changing people’s perception of ‘Brands as products’. In the current world scenario, a brand is your BAE who understands and interacts with you as a BFF – courtesy Moment Marketing.
Moment marketing is about communicating the ‘Right message’ to the ‘Right audience’ at the ‘Right time’. Moment marketing uses popular worldwide events to create viral digital collaterals that grip audiences’ attention. In moment marketing, the vital point is that ads are churned out fast not to lose steam and become hot conversations.
The idea is quite simple; brands leverage moment marketing to interact directly with the audience at a personal level. Clever content, intelligent visuals and humour form the backbone of moment marketing, while real-time response drives communication forward.
Many marketing experts believe that moment marketing has given social media a unique linguistic that is genuinely universal.
The Moment Google mail server went down, brands started publishing fun content around it to highlight the indispensability of Google in modern-day lives. With one brand starting, others followed suit. Soon, almost the entire world was talking about Google going kaput within the time frame of a single hour! – Yes, Moment marketing is that fast, travels at lightning speed in the world of communication.
No doubt it is so popular these days.
After George Floyd’s death at the hands of police in Minneapolis, MN, the #BlackLivesMatter campaign resurfaced and gained impetus. Since then, multiple international and national brands have stepped forward to show solidarity by joining the worldwide protest against police brutality & racism against the Black community.
By switching to black displays on official social media properties, brands like Adidas, Nike, Ogilvy, Apple participated and voiced their ideology. They stood by the people. This solidarity gives Moment marketing the power to unite brands with their consumers on an ideological plane.
Whether you manage credit payments on Cred or not, you can’t have missed Rahul Dravid’s heart-winning angry avatar as “Indiranagar ka Gunda”. Breaking the age-old image of the calmest human on earth, we saw the cricketer wreaking havoc with a bat. The image change gave leverage to brands like Sneakers, who took advantage of a Cred ad and adapted it to promote their theory – “You are not you when you are hungry.” The appropriation both suitable and funny but triggered responses from multiple other brands to release their versions of moment marketing virals.
In an era that celebrates the addictive, almost overpowering social media capabilities, moment marketing is our new ‘Live-in-the-moment’.
Billions of people, sharing digital media spaces like Facebook, Instagram, Twitter, YouTube & LinkedIn, share, post, and participate in moment marketing topics. The brands are trying to interact and connect to these billions of people by being active participants in such activities. You, too, should take a relook at your online marketing strategy and adapt it to the market’s evolving needs. Use Moment marketing to kick-start conversations with your audience today and become a brand that they like.