Moment marketing is about understanding current, relevant trends to promote your brand or business. Social media has opened businesses up to wider audiences. Moment marketing helps you reach this large pool of potential customers.
As opposed to interruption marketing, like that pop-up video ad you have to watch before you can read your news article, or a banner ad that loads the close button after 15 seconds, moment marketing blends into your audience's timeline. It becomes a part of what they consume. This makes it 'less annoying'.
Now, let's explore more about moment marketing.
Is moment marketing a new-age marketing strategy?
The answer is both yes and no. Let me explain. I'm sure you've seen comic strips in the newspaper, or advertisements on TV, from some of your favorite brands, themed around some event, be it sports, politics, or entertainment. These are classic examples of moment marketing.
But what makes it truly new-age is the far superior reach it offers compared to traditional marketing and advertising methods.
Why your business should adopt moment marketing
If you're wondering whether you should adopt moment marketing to promote your business, here are some reasons why.
- Increase reach and engagement
The reach offered by moment marketing is larger than you might imagine. Anyone from anywhere on the globe can consume the content you put out. This is a powerful possibility for your brand to reach people who may have no idea about you.
- Target niche groups
Moment marketing relies on an underlying trend, which can range from news, politics to business events or pop culture, to promote your business. This opens the door to target niche groups.
For example, take any popular sporting leagues. If an underdog team emerges as the winner, this moment can be used by your business to reach the followers of that league.
- Time-effective
With the advent of generative AI, the turnaround time to launch a moment marketing campaign has gone down significantly. You can now create and refine copies and designs in a few minutes.
- Improve brand image
Today's social media users are very opinionated. It's hard to gain their trust. When your brand incorporates moment marketing, your audience start to develop trust toward your brand. You also get free real estate in their minds for a long time if you're consistent. This positions your brand as one that is spontaneous, witty, and trustworthy.
A word of caution here, it's imperative that your messaging has to be in good taste. If the copy feels too try-hard, it can put off many potential customers.
- Cost-effective
A TV commercial or a newspaper ad can set a business back by a significant amount. Since the assets are typically simple social media posts, moment marketing offers a cost-effective opportunity to create and spread brand awareness.
How to pick the best moment?
So, you're thinking of jumping on the moment marketing bandwagon. Consider the following things before you hit publish.
Start by watching out for trends on social media. YouTube, Instagram, TikTok, you name it. There's something happening everywhere.
You can even use tools to listen for keywords that matter to your business. For example, Zoho CRM can help you track brand mentions across social media.
Once you have identified the 'moment', it's time to get the assets ready. Crisp copies, minimal designs, and quirky descriptions are what you need. Remember that time is of the essence here.
Try to keep the approval flow as simple as possible. Too much red tape can slow you down.
And finally, not every moment needs to be marketed. Sensitive issues have to be left alone. This is important because the community always remembers. This can lead to severe backlash later that can harm your brand's image in the long run.
Metrics to measure
- Engagement metrics
This includes likes, shares, and comments your posts receive. Some posts instantly take off, while others take time. So, hang in there and track the engagement.
- Impressions and reach
Impressions refers to the number of times your post has been viewed, while reach measures the number of unique viewers. Both are important to tell you the health of the campaign.
- Conversion rates
Measure how many viewers actually became customers. Track website visits, conversions, and sales spikes.
Final words
Moment marketing offers a unique edge for businesses if done right. In today's meme-dominated social media landscape, it helps if your brand speaks the language. Identifying the right moment, crafting the right messaging, tracking the impact, and staying consistent will help your brand become memorable to people.