Moment Marketing: Opportunity Or Insensitivity?

Moment marketing is gaining prominence day by day and the stakes have never been higher. In an era where digital trends are shifting in the blink of an eye, brands are increasingly turning to real-time marketing to capture consumer attention. They are capitalising on creating timely and relevant marketing content in events like elections, trending topics such as the T20 World Cup or cultural phenomena in a country like India with the consecration of Ram Mandir in Ayodhya.

Seizing The Moment
With brands like Zomato, Swiggy and Amul frequently leveraging trending topics in their campaigns, the aim of these brands has stuck a cord with the consumers, inserting the brand into ongoing conversations, increasing visibility and engagement.

Vikramjeet Bhayana, Head of Marketing at Bajaj Allianz General Insurance emphasises the importance of being present in the moment. "It's not the bigger campaigns that people notice. It is the small things that they notice that as a brand you stand tall with the country, with what's happening and whether you support it or not", he remarks.

Illustrating moment marketing extending beyond digital content to tangible business decisions that align with cultural events, Bhayana cites the example of opening an office in Ayodhya after the inauguration of the Ram Mandir, creating employment opportunities in Ayodhya, capturing the timeliness of the moment.

Nonetheless, he also cites the example of India winning the T20 World Cup after 17 years and leveraging the moment stating, "I think it's very important to be present in the moment. I think they're very critical, especially moments like these if you don't stand up for your country, for the teams and for what's happening in and around. I think as a brand you miss out and people notice these small things."

Data-driven Personalisation & Festivities
While moment marketing often relies on quick thinking and creativity, successful campaigns are increasingly underpinned by data-driven insights whether be an event or a topical moment.

Tom Stany, Sr Brand & Category Marketing Manager at Boult Audio explains the role of data in personalising these real-time experiences. He asserts, “Big data is the biggest thing that has happened in the last decade. By getting customer's data and dissecting it in the right way, we will be able to ensure that the right communication goes to the right customer at the right time.”

"Smart marketing and personalisation is what is most relevant and important in the current scenario", he adds.

As the festive season approaches, brands are leveraging data analytics to identify trends, understand audience behaviour and craft more personalised and timely content.

Alok Bhargava, CMO of Prudent Insurance Brokers highlights the importance of data in targeting. He states, “Data will give you the insights to reach your particular target audience. You need to find the right moment to even offer that discount so that your sales are not disruptive. The task with the marketers and what data will provide you is the insights so that you can leverage upon these up and down sales so you do not lose out on the downsize seasons or seasons when it is not happening. The real data insights will bring you back on your sales numbers even in the downsizing market.”

Challenges: Oh No Moment!
As moment marketing offers considerable opportunities, it also comes with risks. Brands need to be cautious while betting on the game of moment marketing.

The recent controversy of Bombay Shaving Company's ad featuring Prachi Nigam, a student who topped class 10 exams in a major Indian state. The ad addressed Nigam's facial hair and exam success which backfired immediately, drawing criticism from digital natives on social media for exploiting a young person's vulnerability without consent.

Manisha Kapoor, CEO of the Advertising Standards Council of India (ASCI), commented on the incident on LinkedIn, stating, “ASCI has taken note, and will progress on this. Moment marketing is usually a monumental disaster if not done well.”

Offering guidance on authentic connections and not every trending moment being appropriate for every brand, Bhargava advises, “It is very important to find a connection with the moment market or the moment that has happened. It is not necessarily that the core will give you that moment, but it is more important that how you are able to relate it and that will garner far better views, far better connections with the audience.”

Seconding the thought, Stany emphasises the importance of striking the right balance in the case of real-time marketing. "When a brand is able to smartly integrate their products and services to that moment, then that easy recollection would come in for the customer's mind. But we need to find the right space and the right balance between these two. Because if you don't use it wisely, then it could come to the customers that the brands are too desperate", he concludes.

As moment marketing has become a powerful tool for marketers to connect brands and audiences in real-time, they must remain mindful of the strategy's potential pitfalls in this digital era where millennials and Gen Z consumers are in abundance, striving for authenticity and relevance.

Reema Bhaduri

BW Reporters The author is the Editorial Lead at BW Businessworld. Majorly writes on marketing, advertising, experiential marketing and retail. She closely looks upon the vertical of BW Marketing World and BW Retail World.