Recent times have made us realize the significance of digital marketing and the impact it can have on our business growth. Even if everything fails, digital marketing is one thing that will stand the test of time. Digital marketing is an art. Though it’s not that easy to master this craft, it is not impossible if you religiously follow certain thumb rules. Want to know why some marketing efforts or what you call – ‘campaigns’ gain more traction than others? Yes, the secret behind such successes is a well-crafted message that reaches and resonates with the customers at the right time. And that is what we call ‘moment marketing’ – communicating the right message to the right audience, at the right time, in context. In other words, capturing important moments and communicating when the customer is most willing to listen and interact.
Isn’t it obvious though – in today’s information overload world, the ones who stand out are the ones who know what, how, and when to communicate with their customers – in other words, one who leverages moment marketing!
Let’s look at the technical definition of the term – ‘moment marketing’
A Deloitte digital trend report 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.”
How does moment marketing work?
Let’s say you have created the most attention-stealing and visually appealing ad campaign for the coming thanksgiving day. Now, what good will this ad do if you release it after thanksgiving day? Timing is everything in moment marketing. Therefore, to make an impact on your customers, you have to market to them at exactly the right moment. Take for example – how all the marketing messages changed and got modified on the onset of the Coronavirus pandemic.
Talking about examples, Amul is excellent when it comes to applying moment marketing principles. It continues to blow our minds with its quirky, smart, and situation-relevant ads.
4 Reasons why you should resort to moment marketing
1. Makes your brand stand out
Embracing the moment and creating ad/marketing copies that cleverly riff on whatever is happening in the world at a given moment, certainly gives you an edge as a marketer. Therefore, allowing you to stand out in the market and attracting more customers.
Not just that, the chances of customers remembering you as a brand is far greater than those brands who haven’t resorted to moment marketing – all thanks to your creative, moment-driven ad campaigns!
2. Brand familiarity
One more great advantage is that moment marketing will help you familiarize your brand with customers. Take for example – Amul. As mentioned earlier, Amul is known for its creative and moment-relevant ads. And people actually wait for their ads to be released.
With moment marketing, it’s easy to build a genuine fan- base and followers. Plus, it enables your customers to discover your brand easily with a high brand recall rate. Now, isn’t that amazing?
3. Messages reach the customers faster
Moment marketing requires you to engage with your customers regularly – every moment, occasion, event, festival, etc. Thus, becoming a part of people’s news feeds organically ensures that your marketing message reaches them when they are most receptive and willing to listen or interact. In other words, your message will reach them faster with 2X impact.
4. Greater chances of leads getting converted
As already mentioned, the key benefit of moment marketing is that it allows your ads to appear at the exact right moment. And because you’re showing your ads to shoppers who are engaged and actively looking for products/services like yours, your ads are more likely to lead to conversions.
Bottom line: Relevant ads are not only captivating – they also convert!
Final thoughts
Of online consumers, 69% agree that the quality, timing, or relevance of a company’s message influences their perception of a brand.’ – The Wall Street Journal
Moment marketing is much more than a fad and a phenomenon and it is here to stay. It helps you reach out to a large number of customers instantaneously and at a low cost. Thereby, enabling you to form a long-term, deeper connection with your customers.
What are you waiting for? Implement moment marketing and see the results for yourself.
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