A moment is all we are.

Remembering Chester Bennington’s words, it unfailingly reminds me of the fact that life is a collection of moments and you need to seize it with your hands. Talking about moments, we’re creating one right? You reading this in your ‘internal voice’, and I believe this is perhaps what the moment marketers around the globe think before pitching in witty liners.

For those who are confused with the segue, let me clear it out for them: Moment marketing.

Moment marketing refers to the spontaneous, witty way of revolving around topical news while smartly placing your brand in the spotlight. At times, it is also planned weeks in advance when you have the available information. What really makes moment marketing what it is, is to get out there as quickly as possible and in an entertaining way. The creativity and originality used is always on point.

Moment marketing uses offline experience, particularly in TV shows, topical news and sporting events, to drive or activate online interaction.

Where did it all start: During the 2013 Super Bowl, an unforeseen power outage stopped the play for nearly half an hour. There were some social media marketers who jumped in and seized the moment. Oreo was by far the winner when its team tweeted;

“Power out? No problem. You can still dunk in the dark.”

Oreo never realized anything of would happen, nor did they prepare ahead of time for that, or any other mishap as such, but what they did do was have a 15-person team ready to share social media commentary during the game. They were in the right place at the right time to make the most of it on the moment.

This “magic” of being naturally impulsive and on time can yield great appreciation from the customers, but that same risk also creates the possibility for a huge error. If there’s disengagement, you’ll seem like a desperate brand wanting to be noticed and appreciated by someone but the sad truth is, everybody will largely ignore you.

Moment marketing connects people to a brand as if they were all sitting together in the same room. But to do it successfully you must perfectly align the content and the context. You also need to be able to jump in when needed. Here are some examples of how marketers have captured the essence of such events:

The Rahul Bose Moment:

It started with a video tweet that went viral by famous Bollywood actor Rahul Bose during his stay at JW Marriott, Chandigarh where he received the bill of ₹442.50 for 2 bananas he had asked for. As soon as the tweet went viral and was speculated on social media, the brands went crazy over the incident and all the things they can offer under ₹442.50 and the perks you’d get.

Branding is very important but branding on the right time is what that makes branding so crucial. If you keep pitching your product or service at the wrong time, then it simply is seen as an interruption and nothing else but if you pitch the catchy idea at the right time, and when other people recognise it, you start building a friendly relationship.

By using pun intended words and references, brands do market the moment. Brand expert Jagdeep Kapoor, CMD, Samsika Marketing Consultants said, “In my opinion, a brand is a strong brand if it touches consumers’ lives. The brand must touch the consumer rationally, emotionally, inspirationally, physically and spiritually.

Moment marketing works great if the brand knows and understands its audience’s emotions and expectations. This directly throws light on how important data is for brands to truly know their audience. So with the right data, and some bit of quick planning, latching on to a particular moment/event can work wonders for the brand”, said Kishore Karumbaiah, CCO and Partner, Langoor Digital Advertising.

Now according to me, there are certain points you need to keep in mind before you jump to washing your hands in this flowing river:

  • It’s easy to get carried away in the moment and miss out on the brand connect. Not every trend or moment will coincide with every brand. Unless you have a concrete connect, it’s best to avoid it. It’s better to be relevant than force it.
  • Brands are not built in factories or shelves of stores. They are built in the hearts and minds of customers. These moments in advertising and marketing help make a momentous brand.
  • Moment marketing is an ideal way to get attention and connect with an audience, but in order to be fruitful, you need to get to know the perfect opportunity and pair it with on point content.

“Today the audience is documenting what they are doing live, in terms of stories and snap conversations. As brands you will need to identify where the attention is and be relevant to them. Moment marketing is just one way of doing it,” says Suraj Nambiar, Managing Partner and National Media Head, Tonic Worldwide.

Wishing you all the success in your endeavours!