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3 ways to capitalize on moment marketing

3 ways to capitalize on moment marketing Lauren Friedman
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Content is changing. The ways we create it, deliver it, and receive it, are all changing. We are inundated with content all day every day, and let's be honest: Most of it we ignore or skim over. That's because we're looking for instant gratification. We're looking for content that is going to change something or offer us something right now.


3 ways to capitalize on moment marketing


As Zoe Lazarus writes on Ad Age, "Unlimited access to information and desire for external validation is altering behavior in ways that have implications for marketers." Focusing on the now is crucial to every marketing strategy.


As one of 2013's most memorable marketing moments, we all remember the Oreo tweet during the 2013 Super Bowl. The 22-character tweet used a real-time scenario (the lights going out at the big game) to showcase the brand's creativity and agility. The tweet was retweeted more than 10,000 times in one hour and took only minutes to approve. The time element was just as important, if not more important, than the content itself.


Multiple layers of approvals on creative and content just won't cut it. People want everything quicker, faster, now. Consumers have lost their patience -- they want same-day delivery, on-demand services, and more, right at their fingertips.


While real-time marketing provides a unique opportunity for marketers -- the ability to communicate with their customers immediately -- there's more to it than just creating another quick-serve digital ad resulting in short-lived interactions. Here are three tips to help make your moment marketing last.

Have a plan


Of course, the beauty of marketing in the moment is the spontaneity, but in order to truly capitalize on that moment, you have to plan. Find national or global events that are relevant to your brand. We're seeing brands hire teams of social media marketers and community managers to sit in social command centers and monitor conversations during events.


Develop policies or guidelines around responses. Not only should you be monitoring the conversation, but you should also have a set of guidelines letting community managers know when they should participate.


Understand who your approvers are. Should an opportunity present itself, it's important to know who has the final say on whether you can go live. It's equally as important that this person (or people) are in the room with you, or at least easily accessible. There's no time to waste, and this is why war rooms exist.


Be a bit of a fortuneteller. We know you can't see into the future, and there isn't a crystal ball that will show you opportunities, but if you can, try and think ahead, brainstorm possible opportunities, and come up with some creative ideas in advance.


Choose the best channel


Twitter isn't always the answer. While it is a great platform for real-time events, streaming, using hashtags to index content, and more, we've seen other brands have success hosting Google+ Hangouts or offering exclusive experiences on Facebook or Instagram. Determine which channel suits not only the event, but also your brand.


The New York Times, for example, has used Google+ Hangouts to connect with Olympic athletes. This capitalized on the timeliness of the Olympics, as well as providing a useful and relevant experience for its readers.


3 ways to capitalize on moment marketing


There are several apps that fall into the new "erasable media" category that may be interesting for moment marketing campaigns. HBO's "Girls" promoted the third season of its hit series using Snapchat to snap disappearing photos and quick videos from the red carpet premiere.


3 ways to capitalize on moment marketing


 

Be authentic

Avoid being overly promotional. Unless your brand is sponsoring the event (and sometimes even if it is), the audience is more interested in the event taking place than what your brand has to advertise. It's essential to be a part of the conversation and interact with the audience in a natural way.

Don't force yourself in. And certainly don't be fake.


We've also seen a rise in brands trying too hard to take advantage of a current event, specifically, tragic events. Just because something is going on that may affect your customers, if your brand is not specifically identified as being part of this event, it is distasteful and opportunistic to take advantage of the situation.


3 ways to capitalize on moment marketing  


3 ways to capitalize on moment marketing


Consumers have become accustomed to brands interjecting into their conversations. Some even welcome it. Especially when the interjection comes in an authentic, non-disruptive, and useful way. Moment marketing is an opportunity for brands to gather insights from these interactions and establish value-driven feedback with customers. If brands are listening and gathering insights from these interactions, then we can start to build meaningful customer relationships that are not only timely, but also relevant.

The Super Bowl is the epitome of moment marketing. Brands have the attention of millions and, if done right, can score with a genuine and clever message. Although there wasn't a clear winner this year, there were a few brands that marketed in the moment, just right.


3 ways to capitalize on moment marketing


3 ways to capitalize on moment marketing


3 ways to capitalize on moment marketing



The new world of moment marketing is giving brands and marketers the opportunity to take part in intelligent marketing -- marketing in the now. Think about how you can be more spontaneous to make an even bigger, more relevant impact.


Lauren Friedman is head of social business enablement at Adobe.


On Twitter? Follow iMedia Connection at @iMediaTweet.


"Good time in casino" image via Shutterstock.

Lauren Friedman is the head of Global Social Business Enablement at Adobe.  She's a digital and social marketing authority, with extensive experience working with Fortune 500 brands to integrate digital and social media into their overarching...

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