With multiple brands fighting for consumer eyeballs today and several ads being skipped on TV or OTT outlets, brands have taken to go with certain memorable moments which consumers are talking about or creating such different moments on a digital platform. Not only is it cost-effective, but can also enable brands to connect with audiences in such a way as to drive both lasting attention and impulse buying. Indeed, these are all alternatives for brands to create moment online marketing that consumers will remember long after the campaign is over, thus linking that moment forever with the brand. This is moment marketing, which is in trend nowadays. Moment Marketing is also known as ‘real-time marketing’ is reaching the right person at the right place, at the right time. It requires efficiency and rapid responses.
What is moment marketing?
Moment marketing is recognizing the right moments which are pertinent to your target audience and making branded messages around the moments.
Marketable moments are skeptical and we have to be ready with our tools that is- brains and skills. This way we can make the most of that moment before something else carries away the attention.
Hence, moment marketing is propelling the right ad, just when you need it. Keep your eyes clear and brains on standby. A moment could be roaming just around the corner!
For example– When Netflix launched Sacred Games, it became an instant hit. It was popular among the masses and they loved to see and hear things related to it. So, many companies like Brand Factory, Mother Dairy, and others took advantage of this and started moment marketing.
Let’s know some important terms related to moment marketing.
• Moment of truth in service marketing
Moment of truth in service marketing is usually defined as an instance wherein the customer and the organization come into contact with one another in a manner that gives the customer a chance to either form or changes an opinion about the firm.
Such an interaction could happen through the product of the firm, its service assistance, or both. Various instances could constitute a moment of truth – such as greeting the customer, handling customer queries or complaints, promoting special offers or giving discounts of the interchange.
In today’s increasingly service-based markets and with the expansion of multiple providers for every kind of product or service, moments of truth marketing have become a significant fact of customer interaction that marketers need to keep in mind. They are crucial as they determine a customer’s perception of, and reaction to, a brand. Moments of truth in service marketing can make or break an organization’s relationship with its customers.
• Zero moment of truth marketing
ZMOT or Zero moment of truth marketing would be that moment in which, before considering the possession of a product or service, the potential customer explores about them, to obtain more information that will help him to form a first impression to make a wise decision regarding the purchase of products.
Google defines the Zero moment of Truth as the exact moment when a buyer has a need, intent, or question that he or she would like to address through an online search. These questions can be anything from ‘What is the best cleaner for a car?’ to ‘Which burger chains deliver in my area?’ Brands that step up to answer these questions can gain a strong advantage over brands that don’t.
• Micro moment marketing
‘I want it NOW.’ That sounds like something a kid in his early years would say, but it’s also what today’s buyers are saying. They want immediate fulfillment, they’re making decisions faster than ever before. These ‘I want-to-know,’ ‘I want-to-do,’ ‘I want-to-go,’ and ‘I want-to-buy’ moments are what Google calls micro-moments marketing.
Micro-moments online marketing happens when people reflexively turn to a tool – increasingly a smartphone – to act on a need to learn something, do something, discover something, watch something, or buy something.
They are intent-rich junctures when decisions are made and intentions formed.
Why do you need moment marketing?
Gone are the days when marketers could get away with widespread, generic messaging intended at engaging as many people as possible. Today, consumers demand highly specific.
A brand has a very exclusive amount of time to reach consumers. On the other hand, shoppers have thousands of opportunities to reach a brand. Given the number of brands rivaling for consumers’ attention across channels, marketers can anticipate holding their interest for around eight seconds —less than the attention span of a goldfish.
How to do moment marketing?
• Power Omnichannel Marketing
As consumers continue to hold commerce to a higher standard, they expect that each message they commit with, regardless of channel, will influence the next statement they receive. To furnish the fluid experiences they demand, marketers need to adopt an omnichannel strategy that provides them with a detailed view of their entire media mix.
• Deploy Customer Journey Mapping Tools
For marketers to provide messages that align with consumer incomes the moment they become pertinent, marketers need to interpret where those clients are along the buyer journey. In doing so, marketers will be able to prepare the right news to use when they see a consumer engaging with a particular channel.
• Incorporate Personalized Messaging
At its very core, the shopper demand for relevant engagement is a demand for personalized content. This doesn’t just mean reaching them at the moment, but also with the right statements. With this in mind, marketers need to guarantee that they can quickly revamp existing content to include the consumer’s name, messaging that resounds with their values and preferences, and the products and assistance that are most likely to know their interest.
• Putting the Pieces Together with Marketing Automation
Given the pace at which these marketing moments come and go, marketers depending on anything but automated marketing will be late to the party when it comes to right-place-right-time moment marketing. With this in mind, marketers need to incorporate a modern that can measure the consumer trip and indicate which channel the next touchpoint will be on while readying that touchpoint with the right messaging to make an impact.
Amul Moment Marketing- The best of moment marketing examples
Amul has been productive and witty with the day’s headlines and has used its iconic ‘utterly butterly girl’ to keep its brand relevant. In the 1960s, Amul produced one advertisement in a month; in the 1970s and 1980s Amul did one advertising every 15 days; in the 1990s it increased to one advertisement per week; now it puts out up to five ads every week and there is constant attention on various social media platforms. The movement’s target audience is 16-25-year-olds. This audience uses the smartphone frequently and is quite aware of what’s going around the world.
Amul has never backed down from stating their opinions. It does it greatly effectively by making the advertisement humorous. But the most important factor is that the advertisements and issues are unbiased. Amul uses both English and Hindi to connect with modern India and expects the audience to be aware of the latest incidents.
According to R S Sodhi, MD at GCMMF (Amul), Amul’s butter topical campaigns take 0.4% of the total marketing spending, which is 0.8% of total sales. For Amul, moment marketing is a core pillar of their brand marketing. We have been consistent with the strategies we have cashed on in the past, he said.
Moment marketing is an excellent way to get attention and connect with an audience, particularly when it comes to living sporting incidents. But to be successful, you need to know the perfect opportunity and pair it with favorable content.
FAQ–
• What is moment marketing?
Moment Marketing is meant to relate the audience to the brand online or offline. When the brand creates a movement that is on current events, it is more likely to reach the target audience.
• How do you create a marketing moment?
Seize the time.
Keep sales at the center of your issues.
Use humor.
Establish event-led or occasion-specific communication.
Hit the pop culture wave.
Make use of trendy meme templates.
Stay loyal to your core brand message.
Engage in humor.
• What is a brand moment?
The point at which the subjective and logical sides of a consumer’s brain simultaneously engage while seeing a commercial is thought to create a long-term perception of a brand, as seen when plotting Flow of Emotion research outcomes against Flow of Attention results.
• How do you market a movement?
Create event-led or occasion-specific communication and be unique in what you are upholding.
• What is viral moment marketing?
Viral marketing is a kind of brand promotion that relies on an audience to generate the message of a product or service. Marketing is deemed viral when it reaches the point where it’s being rationed by the public at large rather than just its target audience. For example- the ‘Jal lelijiye‘ of Amrita Rao recently scene went viral.
• What are moment Ads?
Moment marketing Ads is an approach to marketing that focuses on targeting your business in a form of advertisement.
