Moment marketing allows for your brand and business to take advantage of current and ongoing events to create connections & marketing collaterals while these events are happening. This is used by brands and businesses to position and place themselves in the ongoing conversations bringing relevance to how they market.
Plenty of digital marketers struggle to move quick enough to spread well-timed and appropriate messages on multiple channels, while others struggle with the new and creative back and forth needed to go to market with a relevant and on-brand campaign. Those who are able to do both can be sure that they will ride the wave of consumer attention.
Instead of long-term returns, digital marketers are looking for quick solutions and instant returns on lesser budgets. A lot of brands are turning to moment marketing to keep up with the current conversations. Many brands have been latching onto the coronavirus pandemic, as well as the now global interest in the Black Lives Matters human rights campaign.
Major global brands such as Google, Nike, Twitter, Netflix, and Reebok have all jumped at this as an opportunity to not only spread the message and support the cause(s) around this heated topic, but are also using this as a huge platform to trend and get their own brand message across many channels. Therefore these brands are using moment marketing to its fullest advantage by constructing creatives around them.
Burger King slayed during the height of the corona pandemic with this social distancing ad:
Oreo bankrolled a 30 min long power outage during the 2013 Super Bowl with a tweet that retweeted over 18,000 times, quickly becoming a viral talking point amongst audiences worldwide:
Moment marketing is more than a trend, it is a marketing sensation that is here to stay. Moment marketing can help digital marketers reach out to a huge number of customers at a low cost. This helps form a deeper connection with audiences over the long term.
Brands that really care for their customers and put those customers first will win in the end. The world is still dealing with the corona pandemic, and now more recently racial tensions and protests. Many brands have come forward and put out responsible messages. This is a great way to acquire customer loyalty and trust that will outlast even the hardest times.