Every now and then, we encounter something buzzworthy on our social feeds. After a few thousand views and likes, a small story quickly becomes the talk of the town.
Brands today take advantage of this opportunity and use it to reach a wider audience by leveraging a trending topic and curating fun content around it in order to pull your brand into the limelight and to engage your customers in a fun way.This is called moment marketing. Also known as real-time marketing or micro-moment marketing, the term has popped up lately in our feeds.
Interested to learn what it is and what makes it click? Here’s a quick roundup on what makes moment marketing effective.
What exactly is Moment Marketing?
Moment marketing isn’t exactly new, per se; in essence, it simply utilises current issues to drive the campaign. It’s a real-time tactic based on relevancy.
The late 2010s saw a new wave of marketing approach by companies in digital campaigns; social media became the new mecca for trending topics and current events. And with the rising number of internet users around the world, it seems that moment marketing is now the next big thing.
Why is it effective?
Moment marketing is effective because of two things: content shock and value-based exchange.
Most of the time, our consumers view the content we put out as an interruption rather than an invitation. Content is only king when it’s captivating.
BusinessesGrow states that in today’s digital landscape “the volume of free content is exploding at a ridiculous rate”. However, our ability to consume that content is finite. Despite the 4.7 hours of screen time an average person spends on the Internet each day, much of the information slips through easily.
And when a consumer reaches content shock, it’s similar to an information overload—basically, consumers reach this level of fatigue with what they see online. Users install browser extensions and third-party apps that offer filtering services to sift through the superfluous content.
This is where value-based exchange comes in.
According to INC, value-based exchange offers something valuable through knowledge, offers, discounts or any exclusive experience. In the case of moment marketing, it thrives on real-life situations.
How do brands connect through moment marketing?
Utilising current issues gives brands a chance to be relatable and link up with their consumers more intimately within the four corners of their screens.
Industry giants such as Oreo stood out with their infamous Super Bowl campaign back in 2013 when the sporting event experienced a power outage. Meanwhile, Nestle showed its support to Felix Baumgartner’s highest freefall parachute jump by shooting up a KitKat in 2012.
The tremendously viral #ALSIceBucketChallenge also swoop the world with an online craze. According to Facebook, the infamous hashtag raked up 2.4 million unique videos relating to the challenge. It’s a terrific way to raise awareness on Amyotrophic Lateral Sclerosis (ALS) disease, don’t you think?
When the lines start to blur and products become personal, you form a unique bond with consumers that can’t be easily beaten by other competitors. This means fewer worries, creating a funnel and more concise target of audiences within your scope.
Ready to build your brand loyalty in the digital age? Let us help! Here at Adllins Media, we’ll be more than happy to take your marketing strategy to the next stage. We offer digital marketing services as well as media planning and creatives.