This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, innovative statements and, above all, that are relevant to the audience.
It is well known that the Moment Marketing trend nowadays is because it covers perfectly the need that companies have to reach the public timely or “with a maximum opportunity” and with an appropriate message.
This type of marketing, also known as real-time marketing is a key factor in your strategy because of the immediacy of response that it gives to brands. That is why they have a duty to be the latest (to the point of even anticipating) the events that cause social upheaval, in order to create timely, innovative statements and, above all, relevant to the audience.
But are you really aware of what Moment Marketing really is, and what isn’t? We will begin stating the differences for you.
Not Moment Marketing …
-The possibility to adapt slightly and almost by inertia what your company offers to users based on the calendar. Definitely a good strategy but detailed planning is essential and time consuming.
-Giving fast and reactive replies in situations that seem appropriate.
This is not Moment Marketing:
@adidasUK Ronaldo is better than Messi.
— Ben (@TurnCruyff) marzo 15, 2015
In this case, Adidas gives a witty and quick reply to a user comparing two players, using gold balls won by the Argentinian player. It’s not bad tailoring your messages to the conversations of the moment. But for sure, this is not what Moment Marketing is.
This is Moment Marketing:
Here Snickers took advantage in an excellent way during a moment with maximum opportunity that took place during the World Cup in 2014. More examples of Moment Marketing here.
–Heading out with your messages to the whole community. This would be like throwing a fishing rod into the river and waiting to see what happens. Perhaps there is luck, but what if not? Why don’t we instead send our customized messages to the specific users?
However, these practices can be a preliminary step before fully starting a real Moment Marketing strategy.
Steps to follow in your Moment Marketing plan:
1. Analyse: Make a predictive analysis that reveals what your future clients really want. For this to be possible, you need to be attentive to events, news or events that occur around you.
2. Make a preliminary strategy: Thinking that Moment Marketing works without a prior strategy is a mistake. Moment Marketing is the pillar that supports your strategy, but first you need to create it. In addition, this strategy must be integrated intelligently.
3. Adapt your campaigns: Sculp the audience and not the other way around. Ask yourself questions like these: What do they expect? What are they talking about? Empathize with them using ingenuity. Remember that consumers today are getting advertising thrown towards them constantly and getting their attention is a very complicated task. Be unique.
4. Be quick and clever: It is true that not all occasions are good. Therefore, you have to use those crucial moments to send ads at the correct time. The message has to arrive immediately on the channels that best suit your brand. Also, if you have not previously planned everything and you do not have the tools to deal with any situation, you will end up with total chaos. Moment Marketing and planning are not two opposing terms, rather the opposite.
5. Customize and segment: Provide personalized messages to the user, beyond the community. This will help you drive more traffic towards a given profile. Only in this way you will get to involve your audience and from here make them trust you. Remember that not everyone draws the same type of customers.
6. Measure results: If you intend to pursue a Moment Marketing strategy yourself, you need to do it with a tool that will provide metrics and statistics on the results of the campaign. Only in this way you will get to realize what works and you will make sure you are getting a return on investment.
The following infographic illustrates perfectly how to follow these steps in a Moment Marketing plan: