What Is Moment Marketing & How Useful It Is For Brands

 What is Moment Marketing?

Moment marketing is an approach that focuses on targeting your business to customers at the exact moment it matters to capture a particular on-going trend or season. To simply put it, show the right thing at the right time to the right people. Capitalizing the exact moment is what MM really about.

We all have witnessed a number of memes and videos and other social media pieces which talked about game of thrones, right? It was a collective obsession and people were going gaga over GOT. So, brands were riding on this pop-culture wave and created a ton of content around GOT to grab customers attention without getting obviously promotional or salesy.

As the trend says, the gen z and millennials who spend about 200 minutes online every day, dislike the traditional marketing, this generation prefers “meme marketing” over the conventional one’s. This will demonstrate the trend shift in the marketing sector where it is becoming increasingly challenging to grab customers attention within a short time period. 

The main motive of moment marketing is to deliver your brand's message via chasing any ongoing trend or event or a season.

We all love the brand “AMUL” and more significantly the Amul Girl! In lieu of "moment marketing," Amul has very much been the pioneer. The brand has shifted its marketing strategies to ride on the current pop culture and has always been outspoken about the nations different social and political events via graphic/meme marketing.

My personal favourite brands who knock the ball off the game of moment marketing are Netflix, Durex and Burger King!

The success of Moment Marketing has a lot to do with providing the customer seamless experience integrated with a pinch of personalization! Over the years, and understandably so, Moment Marketing has achieved tremendous fame. Consumers today are a lot more sensitive than ever before to personalization.

Moment marketing is much more critical in the mobile era to catch the interest of the audience. You have barely 10 15 seconds to make the viewers pause to look at what you are doing amidst the flood of content. Therefore, in the near future, it is fair to assume that we will see even more hyper-relevant advertisements. In addition to increasing brand recall, this effectively makes the brand easy to look for on social media. 

How do you measure the success of your Moment Marketing Campaign?

 Its rather impossible to gauge what's running on your customer's mind but there are some metrics which can bring you close to deduce what worked well for you:

·         Engagement/Traffic –– The overall traffic/ no of users you acquire through a particular campaign

·         Share of voice –– It will gauge how do you perform against your competitors and how much do you dominate the domain you are in.

·         Conversion Rate –– The conversion rate is the number of conversions divided by the total number of visitors.

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SAI DESHMUKH