The marketing industry is dynamic and volatile. In order to stand out, you need to serve hot and piping content to your customers. Connecting and sharing common moments with them is a strategic way to amplify your brand’s message. Marketing is all about building brand awareness, forming relationships, gaining trust, and converting your leads into sales. Moment marketing is also a part of digital marketing. It is a great way to grab the attention of the audience at the right time. It is capitalizing on trends and current events and communicating to your audience.
People think that moment marketing is a new approach as all the big brands are employing it. But they are wrong. Amul’s Utterly Butterly girl is using current events and amusing people with her quirky take. Look at these two ads. One is from March 1996, Mumbai Horse-racing season. The girl is a Jockey. The ad has a pun, Thoroughbred is a horse breed best for horse racing. The ad is also talking about its bread with the best butter.
In the second ad, Amul is encouraging youngsters to take the vaccination.
This type of topical content humourizes people and they love it.
What matters the most in the world of moment marketing? To strike when the iron is hot. It is the timing. Social media is a powerful platform to use moment marketing. Monitor all the social media networks to see what is trending and grab the perfect opportunity to draw your audience’s attention.
Moment marketing is any topical piece of content that is interesting for the audience and compels them to engage with you. Look at this ad by Swiggy India, it is using the “pawri ho rahi hai” trend that became famous overnight.
Credit - The India Express
All the popular brands whether Zomato, Spotify, Durex, FeviKwik, or Dunzo, are leveraging moment marketing for their gain. They are reaping superb benefits.
How to use Moment Marketing for your brand?
1) STALK ALL SOCIAL MEDIA SITES
Social media platforms are an excellent way to connect with the target audience. So use them for spotting what is trending. Use the trend and insert your brand into the conversation. Fevicol creates creative ads with its out-of-the-box ideas. It took moment marketing to the next level. It had the best take on Ronaldo and the Coca-Cola Controversy. Look at this ad below.
2) HUMOURIZE YOUR CONTENT
Tickle the funny bone of your audience. People love consuming things that have a punch and humor. Brands like Zomato know the power of humor. The difficult part is one needs to be funny without sounding offensive. Zomato delivers topical content with reference to food, hunger, and food deliveries. This engages the audience and conveys the brand’s message. This ad encaptures the voice of its brand by using the trending phrase “Nation wants to know.”
Credit - Talkwalker
3) MIX POP CULTURE IN YOUR CONTENT
Capitalize on pop culture. People have nostalgia for classic movies and shows. They have a timeless connection with them. Share the inside jokes while promoting your brand.
Johnnie Walker, a premium scotch brand, designed a white walker bottle based on Game of Thrones. This helps in building affinity with your potential customers. Include pop culture elements in your topical content for successful moment marketing.
Credit - Multivu
4) STAY RELEVANT AND COOL
There is a fine line between smooth marketing and where the brand looks lame and pushy. You have to be careful while selecting which trend or event to capitalize on. Keep your brand’s value at the core and then devise the content. Use your brand’s USP flawlessly without trying too hard.
5) STAY AWAY FROM RELIGION, POLITICS, AND CONTROVERSIES.
It is best to avoid commenting on religious and political issues. Every trend or event does not resonate with your brand’s image. Don’t drag yourself into chaos and controversies. Recently we know Tanishq, a jewelry brand, had to remove its ad from a social platform where #BoycottTanishq trended. People accused it of promoting Love Jihad. Maintain a certain level of distance with such issues.
Credit - Arre
Follow these 5 points and ace the game of moment marketing. Create micro-moments of interaction with your target segment. Engage with them in fun ways. We know it looks simple but with practice and time, you are going to hone it.
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Written by - Arunima Sharma and Rishi Singh
