Digitalization has become the new normal in the domain of marketing. It can be easily said that marketing has been redefined to a great extent over the past one-and-a-half decade. While digital marketing is the standard norm nowadays, brands are focusing on moment marketing to leverage or maximize digital touchpoints.
Moment marketing is a promotional technique based on trending news, instances, and events used by brands to gain some traction and benefits aspects like brand awareness and ensure sales growth. For moment marketing to be successful, conveying the right message through the right platform is very necessary.
Understanding Moment Marketing
To make an advertising campaign effective, launching it at the right time is essential. This is where the aspect of the right moment comes in. Needless to say, the right target audience is also necessary for an effective moment marketing campaign.
No matter how appealing or groundbreaking it may be, if the timing is not right, it will end up losing its impact. Launching a marketing campaign at the right time and targeting the right kind of audience is what makes its impact last longer. The right moment is a key element in the domain of moment marketing.
Therefore, in keeping with the techniques, moment marketing refers to the ability to leverage ongoing events and create marketing and communications collaterals around such events. This is used by brands to associate themselves with ongoing conversations and bring relevance to how they market their products.
The strategy is often referred to as the right-time marketing strategy. It refers to being there when consumers are most likely to engage with the message. It aims to find the path of least resistance between the customer and your brand.
For example, recently Rishi Sunak was sworn in as the Prime Minister of Britain. Now, if a marketer uses this event to weave a marketing or advertising campaign to target more audiences and promote his product, that is the ultimate act of leveraging moment marketing.
The Touch Points of Digital Marketing
Touchpoint refers to a point of interaction with a current or potential customer at any stage of the customer journey. Digital touch points are no exception; they simply refer to interactions with your brand that happen online. These digital touchpoints include digital ads, websites, e-news, social media, search engine optimization, email marketing, and so on.
Moment marketing through digital touchpoints allows businesses to reach, educate, and of course, engage with a diverse group of customers. It also enables your potential audiences the opportunity to quickly engage with and view resources. Your brand must enable them to make informed buying decisions.
A digital touch point refers to an online interaction across different devices such as laptops, tablets, smartphones, and various channels during which customers engage with a particular business.
How Can Moment Marketing Help Brands?
Moment marketing can help brands do a better job by reaching out to a wider audience base. Moment marketing also often referred to as memorable marketing helps brands create a great brand recall and engage more with the audience. Some of the best ways that moment marketing helps brands are explained in the subsequent paragraphs:
Gain audience attention
The first and foremost benefit of moment marketing for brands is to gain an audience. A concise and well-thought-out moment marketing campaign can help gain the maximum audience base. This will help in increased engagement and a great brand recall.
Increased Engagement
Engaging with the client in today’s time is of high significance. Also, holding on to their attention span requires a lot of effort. A good-moment marketing campaign is one of the best ways to do so. It can help in increasing engagement and retaining the same for a longer period.
Shareability or Outreach
Moment marketing can help extend the outreach of your content or post, in fact beyond your imagination. When the campaign is interesting and trendy enough to grab eyeballs, people would like to share it with friends and on their social platforms. Needless to say, it helps you reach your target audience and their community as well.
A Cost-Effective Tool
Yet another way of benefitting brands through moment marketing is the cost-effective aspect of the same. From leading FMCGs to large government organizations to even home services—all have geared up to embrace moment marketing. But why so? Because it’s the most cost-effective strategy as well as the most profitable one. It also helps spread brand awareness and increase engagement.
Last Words
Moment marketing has been helping brands not just make a great impact but also increase the aspect of brand recall. These days brands are making real-time connections with customers all across. In a nutshell, it can be said that moment marketing is all about the following: right message, right platform, right audience, right moment.
When it comes to maximizing digital touch points, moment marketing is one of the best possible strategies that can be applied.
Moment marketing is fast gaining ground and helping brands create a better recall aspect. Going forward, within the digital space and otherwise, also, moment marketing is expected to bring about a revolution that will stay for a substantial time.
Views expressed are personal.
