Life is not counted in years, but lived in moments. For a digital marketer, nowhere does this hold more true than when it comes to moment marketing. The obvious question that must come to your mind is “What is moment marketing?”. Read on to know. It will take you…just a moment. 😀

In simple terms, moment marketing is about creating content related to current viral trends or breaking news to catch the attention of your target audience by providing your unique perspective. The very first and best example of such a strategy would be the Amul ads wherein the little girl and the catchy slogans make for a lasting impression. In fact, it has had such an impression on our psyche that whenever there is some important event, we almost expect Amul to come up with a poster about it. This is precisely the kind of impact that moment marketing aims to create for your brand. The beauty of it is that no matter what sector your brand operates in or how old or new it is, you can still make your presence felt with a fresh take on what’s trending “at the moment”.

Moment marketing is also referred to as topical marketing.

The next question that comes to mind is that, is it only for bigger brands or even MSMEs can use moment marketing to engage with their audience?

The answer is simple - any business can use moment marketing. Moment marketing is more about establishing a connection with what your target audience is thinking about, and showing them that you are aware of and connected to what they are experiencing and are interested in. Seeing that a brand cares about something that they too care about creates a positive impression in the minds of the target audience, which further increases brand recall.

One of the factors that were initially cited against moment marketing was the relevance of the trending topic to the brand’s image and values. However, over time, it has been realised that the “cool factor” established by the brand with proper use of moment marketing far outweighs any such concerns.

A great example of moment marketing would be how some brands are taking to the metaverse early to make their presence felt in the virtual world.

1. Fast-food chain Wendy’s used an avatar to advertise their “never before frozen” beef products using the in-game restaurant by having their character destroy all the frozen beef. This caused a 119% increase in mentions for the product across all social media platforms.

2. Coca-Cola raised $575,000 by auctioning off limited-time-only Metaverse NFTs on an NFT platform called OpenSea. This contained various virtual collectables which can be worn by users in meta platforms like Decentraland 3D.

So is everything hunky dory with moment marketing? Should it be treated as the next big thing?

As with any form of marketing activity, there are certain rules that you need to follow. Make sure that while creating the concepts for moment marketing, you are not infringing on the copyrights of the other brands. Even usage of logo or tagline can lead to a violation and invite legal troubles. Also, remember that social media posting even on your non-promoted company page amounts to marketing.

More importantly, avoid trying to promote your product/service using sensitive topics like a natural calamity or demise of a personality or any such event which shows your brand in a bad light when used for commercial purposes.

All said and done, it is all about seizing the moment. If you want to grab the initiative and increase customer engagement with your brand using moment marketing, get in touch with Idecution.

Schedule a call with our expert and discover how we as an SMO agency can help to grow your business by taking advantage of new trends in marketing.

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The trademarks mentioned are the property of their respective owners. Idecution Marketing Studio LLP does not claim any intellectual copyright over or intend to use it for any commercial purposes whatsoever. This blog is only meant to provide information to the digital marketing community.