¿Qué es Moment Marketing (y qué no lo es)? Pasos para llevar a cabo nuestro Plan de Moment Marketing

September 9, 2016 Back to blog

Este tipo de marketing, también conocido como marketing a tiempo real es un factor clave en nuestra estrategia debido a la inmediatez de respuesta que otorga a las marcas. Es por ello que éstas tienen el deber de estar a la última y conocer (hasta el punto de incluso anticiparse) los acontecimientos que causan revuelo social, para así crear enunciados oportunos, innovadores y, sobre todos, relevantes para la audiencia.

 

Es por todos conocido que el Moment Marketing es tendencia hoy en día debido a que cubre a la perfección esa necesidad que tienen las compañías de llegar al público en el momento oportuno o “de máxima oportunidad” y con un mensaje apropiado.

Este tipo de marketing, también conocido como marketing a tiempo real es un factor clave en nuestra estrategia debido a la inmediatez de respuesta que otorga a las marcas. Es por ello que éstas tienen el deber de estar a la última y conocer (hasta el punto de incluso anticiparse) los acontecimientos que causan revuelo social, para así crear enunciados oportunos, innovadores y, sobre todos, relevantes para la audiencia.

Pero, ¿tenemos consciencia de qué es realmente Moment Marketing y qué no llega a serlo? Comenzaremos marcando bien las diferencias.

 

No es Moment Marketing…

 

– El hecho de ir adaptando ligeramente y casi por inercia lo que nuestra empresa ofrece a los usuarios según el calendario. Definitivamente una buena estrategia y planificación son fundamentales.

– Dar respuestas rápidas y reactivas en situaciones consideradas como oportunas.

 

Esto no es Moment Marketing:

messi

En este caso, Adidas da una respuesta ingeniosa y rápida a un usuario que compara a dos futbolistas, aprovechando los balones de oro ganados por el jugador argentino. Ni mucho menos está mal adaptar nuestros mensajes a las conversaciones del momento. Pero definitivamente, esto no es de lo que se trata el Moment Marketing.

 

Esto sí es Moment Marketing:

snickers

Aquí Snickers aprovecha de manera excelente un momento de máxima oportunidad por todos conocido que tuvo lugar en el Mundial de fútbol de 2014. Más ejemplos de Moment Marketing aquí.

– Dirigirnos con nuestros mensajes a la comunidad. Esto sería lanzar una caña de pescar al río y esperar a ver qué pasa. Quizás haya suerte, pero ¿y si no? ¿Por qué en vez no pensamos en enviar nuestros mensajes personalizados a los usuarios?

No obstante, estas prácticas pueden ser un paso previo antes de lanzarte de lleno ante una verdadera estrategia de Moment Marketing.

 

Pasos a seguir en nuestro plan de Moment Marketing:

 

  1. Analiza: Realiza un análisis predictivo previo que desvele qué es lo que verdaderamente necesitan los que vamos a intentar que sean nuestros nuevos clientes. Para ello estar atentos a los acontecimientos, noticias o eventos que ocurran a nuestro alrededor es clave.

 

  1. Realiza una estrategia previa: Pensar que el Moment Marketing funciona sin una estrategia previa es un error. El Moment Marketing es el pilar que sostiene tu estrategia, pero antes hemos de crearla. Además, esta estrategia habrá de integrarse de forma inteligente.

 

  1. Adapta tus campañas: Amóldate a la audiencia y no al revés. Hazte preguntas como éstas: ¿Qué espera?, ¿de qué habla? Empatiza con ellos usando el ingenio.Recuerda que hoy en día los consumidores están recibiendo publicidad constantemente y llamar su atención es una tarea harto complicada. Sé único.

 

  1. Sé rápido e ingenioso: Es cierto que no todas las ocasiones son buenas. Por ello hemos de aprovechar esos momentos cruciales para enviar anuncios a tiempo real. El mensaje ha de llegar de manera inmediata y por los canales que mejor se adapten a nuestra marca. Además, si no planificamos previamente y tenemos los medios necesarios para afrontar cualquier situación nos veremos sumidos en el caos. Moment Marketing y planificación no son dos términos opuestos, más bien lo contrario.

 

  1. Personaliza y segmenta: Ofrece mensajes personalizados al usuario, más allá de la comunidad. Esto nos ayudará a impulsar más tráfico en un determinado perfil. Sólo así conseguiremos hacer partícipes a nuestro público y a partir de aquí fidelizarlos. Recuerda que no todo atrae al mismo tipo de clientes.

 

  1. Mide resultados: Si vas a seguir una estrategia de Moment Marketing hazte con una herramienta que te proporcione métricas y estadísticas sobre los resultados de la campaña. Sólo así conseguiremos darnos cuenta de lo que funciona para nosotros y nos aseguraremos de estar obteniendo un retorno de la inversión.

 

La siguiente infografía ilustra a la perfección esos pasos a seguir en un plan de Moment Marketing a los que acabamos de referirnos:

Plan de moment mk

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