According to Marketing Week, ‘moment marketing’ is one of four key trends shaping media in 2016. So, what’s it all about? And what does it mean for the world of B2B marketing?
Moment marketing isn’t a new concept. It’s been around for years, actually. You might know it as ‘real-time’, ‘reactive’, ‘agile’, ‘topical’, ‘tactical’, ‘always-on’, ‘quick-fire’, ‘newsjacking’…
Call it what you want, the idea’s much the same: it’s brands reacting quickly to the big news of the moment with relevant content.
Take Oreo. In February 2013, the Super Bowl – the most-watched sporting event of the year – was plunged into darkness following a power cut. Oreo saw this is a marketing opportunity – and seized it.
The brand fired out a quick and witty Twitter ad, featuring the now infamous phrase “you can still dunk in the dark”. The result? More than 15,000 retweets, 20,000 Facebook likes and endless online chatter.
Burger King jumped on the bandwagon in 2015 when Miss Universe accidentally crowned the wrong winner. Its “At BK everyone gets to keep their crown” Tweet saw nearly 53,000 retweets and 45,000 likes.
More recently, Donald Trump’s political campaigning provided inspiration for Netflix. To help promote its crime drama, Narcos, Netflix created an image of the lead character wearing a baseball cap emblazoned with “Make Columbia great again”, a cheeky nod to Trump’s “Make America great again” cap. The image received more than 11,000 likes and 1,500 comments on Instagram alone.
These examples only just scratch the surface. Audi, Starbucks, LeapFrog, Virgin, Lego, Pepsi – all the big brands are at it. From Tweets and online ads, to infographics and viral games – anything goes. And just about no subject is off limits. Just try not offend and (here’s the really important bit) keep the brand message relevant.
Just a fad?
According to Marketing Week, at the beginning of 2016 UK marketers were already spending 23% of their digital budgets on moment marketing – and that’s predicted to grow. Facebook is the most common channel, followed by Twitter and Instagram. The most common ‘triggers’, in order of marketing spend, are: popular TV shows, sports events, financial events, TV advertising and changes in the weather.
But, what about B2B?
Unsurprisingly, B2C brands have owned moment marketing so far. But, it can – and does – work for B2B brands too.
According to a report by Econsultancy, 86% of B2B companies agree that “real-time marketing is essential as behaviour, device, place and time come together”. What’s more, 65% are already carrying out some form of it. So, what’s the big appeal? Are extra Facebook likes and retweets really worth it?
Make a stand
According to Econsultancy’s research, “real-time reactivity may offer just as much value in the considered sale as in the short cycles of consumer marketing”.
After all, why can’t a technology brand react to a TV moment that its audience loves? Or a software company make a stand on International Parent’s Day? These are matters that are relevant to their audience, so why not be part of them?
Ok, if you’re looking for a surge in sales, you’re probably not going to get it. But, if you’re thinking long-term and want to increase brand awareness and loyalty, enhance your brand personality, engage with your customers and put your brand front of mind – you might just be on to a winner.
10 places to find opportunities
If you’re not already living in the moment, why not give it a try? To get you started, here are our top 10 places to look for opportunities. Remember though, they could be lurking anywhere…
- Major sporting events
- Top TV moments
- Extreme weather
- Industry events
- Public holidays
- National “whatever” day/week
- Daily news
- New film releases
- Political events
- Competitor advertising