In a world that sprints through the mad rat race of the 21st century, how would you survive, let alone stay relevant. We truly live in an era where everything around us transforms itself into something absolutely new, within no time. The relevance of constants has become undoubtedly questionable. Hence, it is becoming of utmost importance for not only individuals but also for brands to continuously mold themselves in accordance with latest trends. With technology sprinting in an equally developmental pace, it is only the perfect blend for businesses to take advantage of it and accomplish their profitable ambitions.
Marketing is a critical segment of any organization for innumerable reasons. It not only enables the Sales department to bring in revenue for the company, but it also dives into the pool of immaterial aspects of growth. Firstly, it develops a loyal consumer base by defining the brand image of the company. It creates awareness about the brand and its products/services in the most amicable way, that in turn catalyzes sales while also building goodwill of the organization for the longer run. No matter how technologically-sound the marketing department is, one cannot underestimate the criticality of keeping up with the requirements of potential consumers.
Consumers today, want to feel associated and engaged with the brand on a personal level. They want marketing campaigns that go far beyond only advertising their products. Audiences have become extremely mindful of the content they absorb. Let the content be in any way unrelated to their needs, the audience dismisses it immediately. Marketing campaigns need to loop in societal issues, latest trends and consumer interests in their campaigns. They have to be effective in a way that they engulf content that will most readily be accepted by their target audience while also being critically approved.
One of the most truly efficient ways of staying relevant in the present is to adapt to the moment. This is where Moment Marketing comes in for brands. Moment Marketing, just as the name suggests, basically means to market one’s brand while keeping in line with what’s happening at the moment. It ensures that the narratives of campaigns are carefully weaved in, complying to the present happenings around their physical space. In the social media culture, operating on Moment Marketing has become extremely convenient, cost efficient and time saving. How? Well, you can follow everyday trends across the globe and turn around your product campaigns around them. Subsequently, you can deliver them by the click of a button, yet reach millions of people. In doing so, you can use social media platforms and deliver your campaigns as posts, tweets, lives, memes, quotes, etc.
Moment Marketing as a discipline has gained momentum not only in developed countries but also in India. It might be a point of conjecture that Moment Marketing is possible only with the assistance of social media. But that’s not true. While social media surely makes the whole process a lot easier but Moment Marketing has existed way before the advent of internet. One Indian brand that has been putting this discipline to use is, everybody’s favorite, Amul. Amul’s marketing and advertisement campaigns, always have one thing in common, which is a little girl wearing a Polka Dots frock. However, if you carefully observe the narratives of Amul, they are always in accordance with the recent happenings. If the Indian Cricket Team wins a match, the little Amul girl will be posing around a cricket victory theme. Amul did most of its Moment Marketing using hoardings, posters, packaging and television advertising.
Today, when everything gets its due validation only on the web, brands take no time to link their marketing campaigns with viral trends. During the monsoons, OTT brands like Netflix, lure users to watch shows or movies that involve rains in their plot or they simply play with the cognitive abilities of consumers by pitching to them, the idea of rains, snuggles and a good movie with some popcorn! Food companies like Swiggy and Zomato would, at the same time, offer discounts to incite purchases for a list of food items that are a must-have with rains. Rains are just the lighter aspects that businesses can cover while pursuing Moment Marketing.
In my opinion, brands should not shy away from taking up bolder challenges in their pursuit of this magnificent discipline. A discipline that allows a business to connect with its target audience on such a personal level, must be put to the best use. Marketeers must aim to tap the emotive senses of people through their campaigns, as they continue promoting their brands. Campaign narratives have the power to turn around perspectives and infuse positive changes in the society. With Moment Marketing, every grave issue of the society can be touched upon, backed with facts and crowd sensitivity. Marketeers know their way to influence, they must do it for the most incredible cause after all.
