There’s always something new happening in the digital marketing space, and marketers should keep up with it to create better-performing campaigns for brands.
Of all the things creating a buzz in the online marketing space, moment marketing deserves a special mention. Though it is not new, the hype it has generated over the recent years is astonishing.
Moment marketing for brands helps marketers connect with a wider audience base in a cost-effective manner. Campaigns created around moment marketing also look less forced upon internet users and help brands stay relevant.
In today’s time, if you’re ignoring moment marketing for brands, you’re losing out on a lot of meaningful engagement and a chance to connect with your audience on a deeper level. To help you become better at moment marketing, we’ve created an epic guide that has all the information you would need to get started with moment marketing for brands.
What is Moment Marketing?
In layman’s terms, moment marketing is the ability to create spontaneous yet highly relevant marketing collaterals based around a recent trending event. As something is trending, brands can easily be found by more people online, provided they do it correctly.
When you know what people are searching for and interested to read, creating effective communications becomes a lot easier. Though most of the moment marketing takes place on social media platforms, like Facebook, Instagram, Twitter, TikTok, etc., you may try leveraging it on some different platforms or mediums.
Examples of Moment Marketing
Even though many marketers are aware of the effectiveness of moment marketing for brands, not everyone is able to pull it off for best results. If you want to stay prepared before a new moment marketing opportunity pops up, do some research and check how top brands have used the opportunity in the past.
Let’s take a look at how Pizza Hut took advantage of moment marketing to grab maximum eyeballs.
On 22nd July, an Indian actor took to Twitter to display his anger on a 5-star hotel charging him a whopping Rs. 422.50 for two bananas.
As soon as his tweet hit the platform, it sparked a meme fest that left people in splits. Many brands, big and small, saw this as an opportunity to seamlessly include their brand and promote their services/products in the guise of moment marketing. Let’s see how different brands took advantage of this event and grabbed their audiences’ attention.
Besides these three brands, almost every brand participated in this meme fest with the intention to subtly promote their products without sounding overly salesy.
It was just one example of how brands use moment marketing for brands, and you can too.
According to a piece published at the Wall Street Journal, around 69% of online consumers have agreed that a company’s message quality, relevance, and timing significantly influences their perception of a brand.
It is one of the reasons why no brand wants to miss the opportunity to take advantage of moment marketing in today’s overly competitive market.
Tips to Do Moment Marketing for Brands the Right Way
Though every brand has its own set process for creating moment marketing campaigns, there are some general tips that most businesses use to hit the right spot. If you’re planning to design winning campaigns around moment marketing for brands, the following tips might help you with the process:
The first step in doing moment marketing for brands is to determine when your audience will be ready for a particular campaign. Will they need it at 6 a.m.? Or at the end of their shift? Or just after dinner?
There are lots of ways to target the right moment for your campaign, but they’ll all boil down to two things: identify when your target audience is most likely to be receptive to a message from your brand and create content or an offer that will resonate with them at that time.
Keep it Simple Yet Fun & Entertaining
A golden tip that’ll always help you ace moment marketing campaigns is to keep things simple yet entertaining. People like to do things in a way that is easy and fast. When they have to think about something for too long, they get bored, and their attention span starts to get shorter.
Hence, always make your moment marketing content more engaging by using short, catchy phrases or pictures that are related to the trending event and try to incorporate the product/service in a subtle yet impactful way.
Try to make your product/service the hero of the story you’ve weaved around the trending moment. In simple words, make it fun. People love to engage with interesting content.
Make Use of Memes
When you incorporate relatable memes in your moment marketing campaigns, you can be certain to attract more eyeballs. Using memes in your marketing strategy is a great way to connect with your audience in a funny and friendly way.
When you use memes in your campaign, the chances of your audience remembering your content are very high. This means that they’ll be more likely to share your content with others.
If you’re planning to do moment marketing for brands, you should use memes for maximum traction. You can also incorporate fun and quirky videos or gifs into your campaigns, but memes are the best.
Do your Research
Before you start creating moment marketing for brands, you need to do your research. Find out what works and what doesn’t. And you also need to find out about what your target audience likes to do. What are their interests? How would they like to engage with brands? It’s vital that you know all this information before you start with any type of moment marketing campaign.
If you don’t, you would end up wasting a lot of money on a campaign that won’t work for you. Especially those who use paid marketing to run their moment marketing campaigns. The last thing you or any other marketers would want to do is to pay to promote a campaign that doesn’t perform well.
Make Sure It’s in Sync with Your Brand
Your moment marketing campaigns should be in sync with your brand. That means that your campaigns should not be too different from what your brand stands for.
It should have pretty much the same feel as your brand, so that people who see your campaigns will associate them with your brand and your brand image.
Consider the Competition
Another important aspect of doing moment marketing for brands is to make sure your campaign is unique and can’t be easily replicated by your competitors. If you can do this, you can be certain that your campaigns will bring a lot of traffic to your website.
Use Social Media Marketing to Make Your Moment Marketing Campaigns Go Viral
Social media marketing is still one of the most effective ways to market your brand. This is the same way it has always been. As social media makes it easier to keep in touch with your customers and learn about the type of campaigns they want from your brand, you should leverage it to make your moment marketing for brands work.
Use social media platforms you use like Instagram, Facebook, Twitter, etc., to spread the word about your moment marketing campaigns. If you create content that is relevant to your audience, you can make it go viral. All you have to do is be extremely creative and be sure to share your content on the right platforms.
Get Ready to Make Your Upcoming Moment Marketing Campaigns Successful
Now that you have the information necessary to guide you through the process of creating powerful campaigns around trending events should not be that difficult.
In addition to the tips shared above, always remember to never go overboard while trying to leverage a trending moment for your brand. Else, your brand might end up facing the ire of internet users for being insensitive towards a particular topic.
If you manage to keep the moment marketing collaterals simple, engaging, and impressive, you’ll certainly receive its benefits in the form of higher visibility, increased followers, and even increased sales.