Moment Marketing — An Introduction
Digital marketing is a field that has been around for quite a few years & has been an area that has brought about major changes in the field of marketing itself. Though it has been around for over a decade, some might still argue that it is a new & emerging field.
Well, what would those people call “moment marketing”? Moment marketing is `a trend that has emerged over the last few years as a means of “riding the wave” of popularity through your brand & taking it to the masses by simply appealing to their fancies.
How can you use it?
- If you’re a new brand
When your brand or product is new & you are yet to make a connect with your audience, moment marketing can give you the break that you need. By connecting your product to the latest & greatest trend, you’re giving your audience a chance to get to know your product better.
It’s also a great opportunity to make use of your creative skills by finding a way to tie your product to trends. When your brand is struggling to get off the ground & reach a wide audience, leveraging a trend gives you faster traction.
2. If your engagement rates are low
Audience engagement online is quite possibly the strongest driver of traffic towards your brand’s online presence. If you’re looking to increase the engagement rates that your audience has with your online presence, be it your social media pages, your website or blog, making use of a popular trend can encourage users to interact with your posts or blog.
You can pick a popular trend that relates to your brand, highlight the trend through your communications & tie it to your product. This can open up opportunities for discourse among your audience & will also encourage a larger group of people to interact with your brand despite not being tied to your products.
3. You’re looking to increase viewership
If your brand or product requires a wide range of people who are active viewers, then moment marketing can boost your views & viewership with ease.
Using popular hashtags can push your posts & blogs towards the top of feeds & allow a wider audience to consume your content. If your business or channel relies on views, it becomes imperative for you to take up the moment marketing wave.
No matter what you stage or goals, moment marketing has a solution in it for you.
Let’s look at a few great examples
- Fevicol & The Suez Canal
Early this year when a shipping freight blocked up the Suez Canal, the world saw thousands of dollars of shipping costs washing away while Fevicol saw an opportunity.
They put up this post which went viral.
2. Yipee Noodles
This is probably our most recent selection. When India won it’s first silver medal in the Olympics 2020 (now 2021), Yipee noodles celebrated with this epic post.
3. Skittle Pride-month Campaign
Every year on pride month, Skittles send out packs of their delicious treats with one significant difference, the pack loses all its color & is replaced with grey packaging. The brand hopes to signify that there is only one rainbow that matters in pride month & to prove their point, they are willing to temporarily sacrifice the iconic rainbow that has come to define their brand.
4. Homestore & F.R.I.E.N.D.S
Homestore took the opportunity to shine a light on the importance of home delivery at furniture store through a witty & well-timed ad. Just as the popular tv show F.R.I.E.N.D.S was on its way to its reunion episode, Homestore put up billboards that quoted one of the most popular scenes from the show, with the catch phrase “Pivot”.
5. Amul & IPL
Amul is quite possibly the reigning king of moment marketing & has been since the days of print. Amul “hit it out of the park” this time with the IPL themed ad that they put out.