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December 2, 2020
By: Nilay Ankur
Have you ever been in awe, mesmerizing by the Amul Butter
advertisements? For many who think that moment marketing is a phenomenon of the recent digital era, can go down memory lane and revisit the illustrations
that came on the butter packs, taking about the trending topics of the time. It
clearly can offer an intensive case study for the current brands indulging in
moment marketing.
Though there is a great buzz about
the term “moment marketing”, In recent times, it has always been there in the market with brands leveraging
their recall value amongst the target audience. It is now that people are
realizing the virality impact of the phenomenon.
Against the backdrop of a novel coronavirus, where the various
industries across the globe were faced with an instant downfall forced due to
COVID-19 imposed a social distancing standstill, moment marketing proved to be an
instrumental tool in effectively reaching out to the audience.
Hence, taking leverage of digital popularity amongst the
target audience, moment marketing is the best solution to take things forward
in such crucial times. Given that people today are hooked to all kinds of
screens, being part of various social media platform, brands that have the
ability to create a connection with the consumers can retain them as loyal
customers based on the relationship developed between the brand and the
consumers.
Here brands can turn the winds in their favor if they can
effectively understand the audience’s expectations and emotions. They need to
touch upon the consumer’s life rationally, emotionally, aspirationally,
physically, and spiritually.
Moment marketing gives the brands the opportunity to interact
and engage with the audience, giving them admission into the loop of the common
people. With the right data and some quick planning, brands can create an impact
by delving into a particular moment or event.
Against the static pandemic, moment marketing has opened up a
new window that enables brands to strike a conversation with their target
audience. But here, the brands need to control their urge to jump into any and
every event. It is important to make sure that the incident should be relevant
to their product or service. Considering that the audience today are aware,
forcefully creating campaigns out of irrelevant events can backfire the brand.
Therefore, moment marketing needs to be very selective which aligns with the
vision of the brand.
Going beyond the possibility of reaching out to a large audience base,
it has the potential to create awareness amongst the people. Previously where
events had a short life span either by making a news headline or being faded
away in instant gossip, now moment marketing can give the incident a broader
coverage, exposing people to the happenings around the world.
It can be a popular movie, the
government coming into power, a scientific discovery, or a scene from a popular
TV show. The best example to prove the point can be the 2016 Paytm tagline “Paytm Karo” taking
leverage of the demonetization gained immense popularity as it served the
interest of the people.
In the long run, this instant marketing strategy also creates
job opportunities for creative minds brimming with talent. It can be home to all
those who have expertise in striking curiosity amongst the customers. By
providing the right message at the right time, they can create a phenomenal impact in
the favor of the brand.
Amidst such difficult times, moment marketing comes as a ray of
hope, fuelling the otherwise stagnant industry and it there is stay as a trend
for quite a long time. By picking up the trend brands can strike the right
virality. But in the process be careful enough not to hurt the sentiments of
others.
The author of the article is the
Image Director of Twenty7 Inc.
TAGS: MOMENT MARKETING, MOMENTS CONNECTS, TWENTY7 INC
Source
link:- https://twenty7inc.in/moment-connects-the-market/
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