What exactly is moment marketing? It is a marketing strategy that focuses on connecting a company with its clients at the crucial moment—when they are already searching for a solution to an issue that your brand or company can help them with. Moment marketing is a term that is frequently used in digital marketing and advertising today. This idea is being tested by businesses in many ways, and it has proven to be one of the most successful marketing strategies for a number of brands. Moment marketing is also used effectively by companies like Netflix and Burger King. Let us see how.
Netflix is always dabbling in the marketing game. Alongside Instagram, Twitter is one of the platforms where Netflix is pretty active. Netflix tweets went viral on Jal Lijiye memes, rains in Mumbai, the #Bindo viral trend, and many other incidents and topics. Netflix, in particular, regularly tweets as part of their social media marketing strategy. Her brand of momentary marketing could be called stiletto irony rather than outright criticism.
Another example as the name suggests, Burger King is not only the king of burgers, it’s also the king of moments. When Kanye West claimed McDonald’s was his favourite place to eat in November 2018, Burger King mocked him with the iconic “Explains a Lot” tweet. West’s comment that the is “wide open” prompted Burger King to respond with a tweet, “I think my eyes are still closed.”
The promotion, which took place on Valentine’s Day, just adds to the mix. Meanwhile, Burger King coined the phrase “Breakup Season.” The matchmaker phenomenon Sima Taparia has been featured in commercials to persuade people to end current relationships and pursue something better. Did. Then the camera pans to reveal the true story.
Delivering a message that is pertinent to an event is all that is required for moment marketing to spark a natural conversation with clients. While at one point, interruption marketing was employed.
The steps which should be kept in mind while adopting moment marketing are as follows: Firstly, the marketer need to identify the current trending news in the market. After that they should create sharable and entertaining content. Then the Pop Culture should be integrated in the message to be delivered to the audience and at the end the company should work in selling the content hard so that ultimately it ends up in increasing the conversion rate of the company.
Moment marketing is very cost effective technique because brand communications related to current TV shows, events or news are less forced and artificial, more real and engaging than typical TV commercials or skippable YouTube ads is superior to traditional interrupt marketing.
People are more likely to ignore out-of-context sales messages or get frustrated by intrusive ads that disrupt their day. So why risk direct plugs or cookie cutter ads when you can strike up a friendly conversation with your target audience instead?
But getting the right message to the right customer on the right channel can be a daunting task.
Now that we know what moment marketing is all about, let’s examine why it is becoming a crucial marketing tactic. Moment marketing is a very successful marketing strategy since it is very cost-effective. Your marketing plan will only be successful for the intended purpose when it reaches your clients at the appropriate moment. It is a more sensible and superior strategy than foolishly blowing money on advertising expenses. Moreover, the image of the brand might be boosted by moment marketing. By making their marketing messages relevant to their target audience through the use of trends and current events, several brands have become household names. Potentially, moment marketing can boost audience involvement. Only through moment marketing can a brand effectively entice customers to read their message or content and participate further, given that audiences have shorter attention spans and a wealth of content accessible for them to engage with. With the help of moment marketing, brands can start a conversation with their customers right away. Trending topics help brands better connect with their audiences and vice versa. Let’s say your viewers are already reading or following a particular trending her topic or breaking news event. If so, they’re probably compelled to read your marketing message if it’s trending or breaking news. Once the connection is established, the likelihood of conversion increases.
B-schools like JIMS, Kalkaji in India and other parts of the world are including this as a special subject in courses like PGDM, BBA etc. it has also become a part of curriculum of various marketing specialisations provided by such colleges and professional institutions
