Today, being current is being alive. With social media platforms opening up avenues for communication, the trend is all about being real, relevant and now. Being in the moment is being with the world and the way the world consumes media, the way it consumes knowledge, the way it reacts to a certain piece of news. Lately, Moment Marketing (or Real-time Marketing) has picked up and emerged as the new vocabulary in the advertising and marketing industry.
Also Read: Choosing the right brand name. And how to choose one for your business.
What’s Moment Marketing?
To elucidate, Moment Marketing is advertising where brands try and leverage from a piece of news, a happening, an event, or an irreverent trend that has caught the world’s fancy. Yet another definition of this is occasion-led marketing, like Mother’s Day, No Nonsense Day, Friendship Day, April Fool’s Day, and so on.
Moment Marketing has a tool that makes it an identity and that identity is the hashtag the trend is recognized by. A few examples of Real-time Marketing are #BreakTheInternet when Kim Kardashian was trending after a cover shoot. Then came #MyRahulBoseMoment in which actor Rahul Bose tweeted a video on how he was billed Rs.442 for two bananas at a luxury hotel, but much before that was #PriyaPrakashWarrier for a wink scene from a movie starring the hashtagged-actress herself. Brands were quick to leverage them all, and in their own ways made the most of the trend. Moment Marketing comes with numerous benefits, along with it such advertisement reflects an in-the-moment craze that has the potential to appeal to the masses on social media.
So why has Moment Marketing caught up with brands?
Social media has opened up the doors for communication to go live instantly. This means an agency doesn’t have to wait to send the ‘artwork file’ to the publisher, but can create a layout and ‘print’ it online instantly. Yet another reason is, if the messaging or the ad is engaging, it can go viral and get more eyeballs than expected. Lastly, Moment Marketing can build a great value of brand equity.
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