Moments marketing quite simply put, is the triggering of timely and relevant messages based on offline events. This could be a big game, an awards show, a breaking news event or a movie premiere. For instance, the buzz around whether Jon Snow was alive or dead, the upcoming Olympics, Wimbledon or the Oscars where Leo finally won Best Actor!
While consumers are often distracted, they can spend hours responding to trending hashtags. They will take the time to react and respond to what Google calls ‘micro-moments’ on a device they find handy. Though a moment in today’s fragmented marketplace lasts for just few seconds, and getting your message across to brands in those seconds proves difficult, TVTY found that 67 per cent of marketers they asked intend to invest more in moment marketing in 2016 – with TV shows and sport events proving to be the most popular ‘moments’ to be prepared to leverage for their own campaigns.
While this is not an entirely new phenomenon –brands have been using events since the beginning of advertising through onsite activation or TV commercials – the advent of digital media and social media channels combined with the access to real-time data has made ‘Moments Marketing’ a mantra that some brands like Oreo and Snickers just get right.
Others are still struggling to strike a match and there are a few ways to get more out of your moments marketing strategy.
While there is no magic potion for creating powerful moments, just as you can’t, a couple of rules apply.
Pick your moment- Don’t make noise, just because you can
Understand the nuances that various moments offer. War rooms aside, a lot of brands fall into the trap of taking moments marketing quite literally. While you can respond in the moment to effectively carve a success story of your moments marketing, planning is key. Spend time on research on where your consumers are, what devices they are partial to, and tailor your creatives accordingly. Your moment needs to be great, memorable and sharable to get the audience hooked, somewhat like the ALS bucket challenge.
There is a lot of emotion based on what happens during an event, and this can be leveraged to send a relevant message to a large audience. Finding a response that pacifies the audience, makes them laugh or just simply talk to a brand during a significant moment is the key to an effective moments marketing strategy. For example, a blackout at the Super Bowl, with a message for a beverage during a flight delay at an airport, or an incorrect announcement of a pageant winner all elicit a response. The value here is reaching a wide audience sharing a common emotion like surprise, regret or even anger.
Leverage real-time insights & programmatic technology to tell a story
Insights into how consumers behave, what devices they use to respond, are crucial while planning your strategy.
Insights are key to building the right moments-marketing strategy. Layer your ‘moments marketing strategy’ with geo-targeting, real-time data solutions that can access forex, social, weather, TV data that amplify your campaign based on external triggers in real-time. Capitalize on the ‘always-on’, mobile consumer.
A simple example would be how Sony PlayStation promoted their new video game MLB ‘ 15 – The Show during three live baseball games. They leveraged real world activity (the baseball game) in coordination with their creative marketing message. Engaging with both live audiences at the stadium and TV audiences watching the game at home, Sony PlayStation utilized Media iQ’s programmatic TV sync technology, layered with hyper-local geo-fencing technology, and real-world data thus targeting mobile and tablet ads, to a second screen audience.
Adobe Digital Index’s Market Research highlighted, how during Super Bowl, Millennials, are 58% more likely to watch an ad on social channels before the game. Women are nearly two times as likely to share their thoughts about the game on social as are men. Utilizing these insights to make targeting decisions across devices would significantly improve the chances of capitalizing on a relevant moment as it happens during Superbowl.
Use micro moments to get more out of a big moment before and after the moment has past
If we look at the Oscars and the hype around it, it’s quite clear that consumers don’t just watch the awards, they are constantly consuming content such as behind-the-scenes footage, celebrity looks, red carpet designers and it’s the same story for what they share and talk about on social media. For instance, our (Media Iq) insights suggest that Eddie Redmayne appeals to 18-24 year olds working in the education sector. Beauty, high-street fashion labels, affordable travel, and consumer electronic brands can focus marketing campaigns or produce content referencing the Oscars specifically around Eddie or including relevant hashtags such as #TheDanishGirl #EddieRedmayne will be impactful.
Fashion brands could use insights like, Brie Larson has the highest appeal with females in the age group of 25-35 who work in sales and marketing to start meaningful conversations around ‘work fashion’. This is a perfect opportunity for a travel or hotel brand to tailor messaging to appeal to young business travelers.
Noyonika Bhaduri, Global Head of Marketing, Media iQ Digital
Tel: +1 (646) 681 6392