What is Moment marketing?

Moment marketing is a strategy that focuses on real-time advertising and promotions based on current events, trends or news. It's about seizing the moment and making the most of opportunities in the here and now.

The goal of moment marketing is to capture consumers' attention by being relevant, timely and responsive to their needs. In today's fast-paced world, where people are constantly bombarded with information, businesses need to find new ways to stand out from the crowd.

Moment marketing can help businesses do just that. By tapping into what's happening right now, companies can create campaigns that resonate with consumers and inspire them to take action.

The Benefits of Moment Marketing

Moment marketing has several benefits for businesses. First, it allows companies to be more agile and flexible in their approach. Rather than relying on long-term plans and strategies, they can respond quickly to changing circumstances and adapt their messaging accordingly.

Secondly, moment marketing helps businesses connect with consumers on a more personal level. By relating their messages directly to what's happening in people's lives at that moment, brands can build stronger relationships with their audience.

Examples of Moment Marketing

One classic example of moment marketing was Oreo's tweet during the 2013 Super Bowl blackout: "Power out? No problem - you can still dunk in the dark." This simple but effective message capitalized on a major event in real-time, demonstrating Oreo's quick-thinking nature and sense of humor.

Another example comes from Coca-Cola during Ramadan 2017 when they launched a campaign focused around breaking fast with family – Iftar time– promoting sharing moments together whilst enjoying Coca Cola as well as highlighting key values important during Ramadan such as unity and respect.

How to Succeed with Moment Marketing

To succeed with moment marketing, businesses need to be agile, creative and strategic. They must have a deep understanding of their audience and what matters to them in order to create messages that resonate. It is important also for brands making sure they're not piggybacking on important and sensitive news stories in a way that may come off as insensitive or inappropriate.

Moment marketing requires careful planning and execution. Brands should always have a plan B in case an event takes an unexpected turn that can potentially harm the brand's image or reputation. Lastly, it's essential for brands to measure the success of their moment marketing campaigns through analytics tools available which will give insights into trends that worked well so they can repeat them again.