If you are a regular user of the internet, and especially a regular user of any of the social media applications available today, chances are that you have unknowingly or knowingly, interacting with the concept of moment marketing. Regardless of whether one understands it or not, moment marketing is very popular in today’s digital world and is a growing phenomenon. But what is it really, and why is it relevant?
What is Moment Marketing?
Moment marketing is all about time and delivering the right content to the consumers at the right time. Google defines 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.” The idea behind this concept is to draft the right message so that people who have been following the moment can be targeted by the brands existing in the same cyberspace. And because the internet changes every day, moment marketing does too. It is not about drafting content that will stay in the long term; instead, it is all about the ‘moment’. As soon as the relevance of the moment decreases so does the relevance of the content created around it. A recent example can be taken when the vaccine registration portal was opened for people above the age of 18, and a lot of people could not receive the OTP for it on their phones. Within hours, the internet was flooded with memes and content related to this incident. This was the ‘moment’ that brands tried to cash in on so that the people following this moment would notice the brand and might get interested.
Why is it relevant?
Grabbing Attention Gets Easier
We live in a world today where the marketplace is a crowded space and there are a bunch of competitors existing now within the same product category. Customers are bombarded with ads, which makes it tough for a brand to grab their attention, often. With moment marketing, it is easier to do so because the customer is already proactively engaging with the trending topic that is the moment. And if the customer happens to really like the content, he might actually turn to the brand.
A Cheaper Strategy
Marketing strategies take a lot of time and money to plan and create the necessary content. But with moment marketing, it is much cheaper and effective as it is all about a trending issue, which is bound to die out with the ever-evolving cyberspace. It also requires the brand to put out their content as early as possible, while the issue is trending and hence, also requires minimal time.
If brands are active on their digital accounts, it tends to make the audience see them in a better light. They will see them as someone who is up-to-date and someone who is active. It also can lead to a higher engagement rate for brands and lead to a larger number of two-way conversations. Being the Best PR Agency in Delhi, we try to use moment marketing effectively in a way that benefits the brand, while also putting out engaging content for the netizens.
Attracting Potential Customers
Another reason why moment marketing is relevant today is because it helps to not just grab the attention of the netizens, but also can lead to attracting potential customers towards the brand. This is even more true if the moment that is trending has relevance to the brand or their product categories.
With time, and the increase in number of people using the internet, moment marketing has been widely used by many brands in India today. Although many might argue that it is more for brands which are not dealing with serious products, like say pharmaceuticals, but in recent times some serious brands too have tried out their hands at it. Since it is not about making a long term statement, and is all about cashing in on something that is trending, many brands are still unsure of trying this out, and whether is suits their image. Regardless of these concerns, moment marketing seems much more than a fad, and seems like it is here to stay for a while.