Strategic Fusion of Art and Science in Instant Marketing, Marketing and Advertising News, ET BrandEquity

In the age of social media, many moments may suddenly capture the local or global imagination. Moments like this serve as ideal fodder for moment marketing.

First, it’s important to define moment marketing. Moment marketing is a marketing approach used to leverage current news, events, and trends to increase brand awareness and sales. Companies leverage ongoing events and trends to communicate brand messages that resonate with customers at the right time.

Some benefits for brands

The biggest advantage is that moment marketing is a cost-effective strategy. However, the desired results will only be achieved if implemented correctly.research by wall street journal Overall, 69% of online consumers believe that the timeliness, relevance, and effectiveness of a company’s messaging influences their perception of a brand.

Again, timing and relevance are key to successful instant marketing. In India, Amul is the pioneer and master of marketing his moment. Since 1966, Amul’s “absolutely buttery” campaigns have elevated instant marketing to unprecedented popularity.

Be it politics, sports, movies or current events, Amul puts its own spin on the magic of special moments and subtly promotes its brand without directly naming other organizations. It’s no wonder that Amul’s ads have loomed large in the brand’s memory over the years, sometimes making the news for their witty one-liners.

There are many reasons why brands should embrace Moment Marketing, but here are the top ones:

Create instant connections: Moment marketing helps brands connect with customers instantly through the day’s trending topics and events. Topic relevancy allows consumers to feel that the brand understands and empathizes with their problems and aspirations, facilitating an instant connection.

Increased engagement: Trending events may be temporary, but they provide brands with a powerful way to connect with customers, increase brand awareness, and drive increased engagement and sales. Campaign relevance and timing make all the difference.

Ensure cost-effective marketing: As a low-cost marketing strategy, you don’t need elaborate campaigns to reap significant benefits. By leveraging trending events and news, brands can avoid spending a lot of money on campaign promotions.

Maximize your messaging

Benefits aside, brands need to know how to maximize the effectiveness of their messaging with Moment Marketing, including:

in preparation: Timing is essential in moment marketing, so brands must always be aware of what’s happening around them. Trends that have just been phased out cannot be used to excite or engage your audience. With this in mind, brands should have their creative teams on hand to generate consistent conversations that ensure greater engagement during peak trends and events. Being prepared also helps companies avoid the risk of saying or doing the wrong thing, which can lead to a momentary marketing disaster.

Stay in step with ongoing events and trends: Moment marketing revolves around ongoing trends and events, so brands need to stay active on social media to stay on top of the latest news, happenings, and upcoming trends. Additionally, brands can study the habits and interests of their target audience to identify patterns that can be exploited to curate timely and topical messages. Brands can also track upcoming events related to their brand and create marketing campaigns in advance. Moment marketing may seem very spontaneous, but remember that it can be planned much earlier.

Use humor: At any moment in your marketing campaign, humor can create instant connections and evoke your brand. Social media is full of humorous content and memes that connect with consumers on the latest trends. Humor can also be a great opportunity to create a viral marketing campaign. However, there are some caveats. Humorous content should be used with local sensibilities in mind and without disrespecting the community. Memes and content that ignore these guidelines can ultimately harm your brand as offended customers will avoid your products.

Follow speed demands safely: While speed is critical when creating, uploading, and promoting Moments marketing campaigns, marketers should always avoid using sensitive topics or news. No matter how newsworthy these subjects may seem, sensitive topics can arouse unwanted sentiments in some sections and cause backlash. Therefore, brands need to prepare do’s and don’ts about which topics can and cannot be used to avoid disputes later. Speedy campaigns may be possible if relevant restrictions are set in advance.

Leverage an omnichannel approach: People engage with brands across multiple channels. As a result, consumers expect every message they read or hear to reflect the brand’s persona in the same way as previous messages, regardless of the channel used for dissemination. Therefore, an omnichannel approach helps customers engage with your brand across any or all channels while experiencing standard messages across all platforms.

To successfully implement moment marketing, brands must follow the principles listed above. With the right strategy, brands can differentiate themselves from competitors in a competitive market while driving consistent communication and deeper engagement with users.