If you are a regular user of the internet, and especially a
regular user of any of the social media applications available today, chances
are that you have unknowingly or knowingly, interacting with the concept of
moment marketing. Regardless of whether one understands it or not, moment
marketing is very popular in today’s digital world and is a growing phenomenon.
But what is it really, and why is it relevant?
What is Moment Marketing?
Moment marketing is all about time and delivering the right
content to the consumers at the right time. Google defines moment marketing as
“the ability to take advantage of an event to deliver relevant and related,
seemingly spontaneous, and often fleeting interactions with customers in
real-time.” The idea behind this concept is to draft the right message so that
people who have been following the moment can be targeted by the brands
existing in the same cyberspace. And because the internet changes every day,
moment marketing does too. It is not about drafting content that will stay in
the long term; instead, it is all about the ‘moment’. As soon as the relevance
of the moment decreases so does the relevance of the content created around it.
A recent example can be taken when the vaccine registration portal was opened
for people above the age of 18, and a lot of people could not receive the OTP
for it on their phones. Within hours, the internet was flooded with memes and
content related to this incident. This was the ‘moment’ that brands tried to
cash in on so that the people following this moment would notice the brand and
might get interested.
Why is it relevant?
Grabbing Attention Gets
Easier
We live in a world today where the marketplace is a crowded space
and there are a bunch of competitors existing now within the same product
category. Customers are bombarded with ads, which makes it tough for a brand to
grab their attention, often. With moment marketing, it is easier to do so
because the customer is already proactively engaging with the trending topic
that is the moment. And if the customer happens to really like the content, he
might actually turn to the brand.
A Cheaper Strategy
Marketing strategies take a lot of time and money to plan and
create the necessary content. But with moment marketing, it is much cheaper and
effective as it is all about a trending issue, which is bound to die out with
the ever-evolving cyberspace. It also requires the brand to put out their
content as early as possible, while the issue is trending and hence, also
requires minimal time.
Better Image
If brands are active on their digital accounts, it tends to make
the audience see them in a better light. They will see them as someone who is
up-to-date and someone who is active. It also can lead to a higher engagement
rate for brands and lead to a larger number of two-way conversations. Being
the Best PR Agency in Delhi, we try
to use moment marketing effectively in a way that benefits the brand, while
also putting out engaging content for the netizens.
Attracting Potential
Customers
Another reason why moment marketing is relevant today is because
it helps to not just grab the attention of the netizens, but also can lead to
attracting potential customers towards the brand. This is even more true if the
moment that is trending has relevance to the brand or their product categories.
With
time, and the increase in number of people using the internet, moment marketing
has been widely used by many brands in India today. Although many might argue
that it is more for brands which are not dealing with serious products, like
say pharmaceuticals, but in recent times some serious brands too have tried out
their hands at it. Since it is not about making a long term statement, and is
all about cashing in on something that is trending, many brands are still
unsure of trying this out, and whether is suits their image. Regardless of
these concerns, moment marketing seems much more than a fad, and seems like it
is here to stay for a while.
Source:- https://twenty7inc.in/moment-marketing-a-brief-overview-and-relevance/
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