Moment Marketing is the strategy that incorporates the essence of ongoing events to create communications & marketing collaterals around such events. With the win of several Indian athletes in the Tokyo Olympics, moment marketing has again surfaced as a flag-bearer of effective marketing for many brands.
Though considered the most impactful marketing strategy, the recent lawsuits filed against brands for unethical Moment Marketing tactics make us question how far can we actually go with Moment Marketing? Let’s discuss all the facets of this impulsive marketing tact and how you could make it an effective strategy without being unscrupulous.
Why adopt Moment Marketing?
Quick, quirky, smart, and creative, Moment Marketing interacts the most with your target audience on digital platforms especially because it is relatable and connects with the current trend, news, or events. Below we list a few of the several benefits of Moment Marketing:
- An easy yet effective marketing tool that requires the least pre-requisites.
- Imprint your brand creatively and create an unforgettable niche in the customer’s mind.
- Breaks the mold with ingenious and authentic marketing content if done right.
- Lasting visibility and instant connection with the target audience.
Some effective tips for Moment Marketing
1. Timing is everything
Remember Oreo’s ‘You can still dunk in the dark tweet’ targeting the prolonged power outage that became a major hit during the 2013 Super Bowl? A timely tweet or social media post can go a long way and help your brand capitalize on the moment effectively. They don’t say “Strike while the iron is hot” for nothing!
Humour does No Harm
Make them laugh with a tongue-in-cheek post and the audience is yours forever. It lets you acquire a loyal brand following too. Netflix’s ‘Mumbai rains. Now streaming’ tweet did make you chuckle, didn’t it?
Event, Occasion, Pop Culture, or a Trending Meme-inspired Communication
Whether it is the Olympics or the Baspan ka Pyaar meme, seize the trend and see it speak volumes for your brand!
Get Creatively High on Healthy Social Media Banter
When brands playfully tease each other or speak the language of sarcastic humour on social media platforms it is fun to watch. Zomato’s IPO-related ‘Dhak-Dhak’ tweet or the friendly banter between luxury brands like Mercedes and BMW always manages to capture attention positively.
How to Not Convert Moment Marketing into Ambush Marketing?
Being the talk of the town is a good marketing tactic but not when done unethically. With the recent incident of Olympic medalists resorting to legal action against brands for using their name unethically, it’s time your moment marketing strategy faces the moment of truth. So, let’s explore some dos and don’ts that’ll help you do justice to this marketing strategy.
- Creativity with subtle humor is your armor in moment marketing. Use it wisely.
- Always consider the legal and ethical implications before following the trend or jumping the gun.
- Don’t try too hard, be genuine, and don’t sound phony.
- Don’t lose your brand message and image at any cost.
- Lastly, stay away from Ambush Marketing, wherein a brand associates itself with an athlete or famous personality without formal sponsorship trying to convey to the audience in some form that they are associated with the athlete, personality, or Olympic emblems. This is a clear violation of the trademark laws and brands should refrain from this at all costs.
Getting your creative juices flowing could be a nerve-wracking task especially if you don’t have the right Digital Marketing Agency in Thane on board. Moment Marketing can create ripples of positive influence, carving your brand’s separate niche in the audience’s mind for a very long time. There’s plenty to innovate from this marketing tactic if done right. In case, you haven’t implemented it already, it’s time you do so and seize the moment creatively!
