By: Nilay Ankur
Have you ever been at awe, mesmerising about the Amul Butter advertisements? For many who think that moment marketing is a phenomena of the recent digital era, can go down the memory lane and revisit the illustrations that came on the butter packs, taking about the trending topics of the time. It clearly can offer an intensive case study for the current brands indulging in moment marketing.
Though there is a great buzz about the term “moment marketing” in recent times, it has always been there in the market with brands leveraging their recall value amongst the target audience. It is now that people are realising the virality impact of the phenomenon.
Against the backdrop of novel coronavirus, where the various industries across the globe were faced with an instant downfall forced due to COVID-19 imposed social distancing standstill, moment marketing proved to be an instrumental tool in effectively reaching out to the audience.
Hence, taking leverage of the digital popularity amongst the target audience, moment marketing is the best solution to take things forward in such crucial times. Given that people today are hooked to all kinds of screens, being part of various social media platform, brands that have the ability to create a connection with the consumers can retain them as loyal customers based on the relationship developed between the brand and the consumers.
Here brands can turn the winds in their favour if they can effectively understand the audience’s expectations and emotions. They need to touch upon the consumer’s life rationally, emotionally, aspirationally, physically and spiritually.
Moment marketing gives the brands the opportunity to interact and engage with the audience, giving them admission into the loop of the common people. With the right data and some quick planning, brands can create impact by delving on a particular moment or event.
Against the static pandemic, moment marketing has opened up a new window that enables brands to strike a conversation with their target audience. But here, the brands need to control their urge to jump into any and every event. It is important to make sure that the incident should be relevant to their product or service. Considering that the audience today are aware, forcefully creating campaigns out of irrelevant events can backfire the brand. Therefore, moment marketing needs to be very selective which aligns with the vision of the brand.
Going beyond the possibility of reaching out to large audience base, it has the potential to create awareness amongst the people. Previously where events had a short life span either by making a news headline or being faded away in instant gossip, now moment marketing can give the incident a broader coverage, exposing people to the happenings around the world.
It can be a popular movie, the government coming into power, a scientific discovery or a scene from a popular TV show. The best example to prove the point can be the 2016 Paytm tagline “Paytm Karo” taking leverage of the demonetization gained immense popularity as it served the interest of the people.
In the long run, this instant marketing strategy also creates job opportunity for creative minds brimming with talent. It can be home to all those who have expertise in striking curiosity amongst the customers. By providing right message at the right time, they can create phenomenal impact in the favour of the brand.
Amidst such difficult times, moment marketing comes as a ray of hope, fuelling the otherwise stagnant industry and it there is stay as a trend for quite a long time. By picking up the trend brands can strike the right virality. But in the process be careful enough not to hurt the sentiments of others.
The author of the article is the Image Director of Twenty7 Inc.