Brands embracing “moment marketing” content campaigns

The vast majority of brands and publishers are now making “moment marketing” a key component in their ad and content marketing strategies, according to a new study by TVTY. Over 80 per cent of digital marketers said that they have now launched a campaign focussed around a major event such as the Olympic Games.

Moment marketing is a new trend that is enabling enterprises to optimise their ad spend while broadening their reach. The study asked 200 marketers about their ad spend in 2016 and found that 93 per cent believe that they now have to invest more to engage with their respective target audiences compared to 12 months ago.

The rise in expenses means that around a third of marketers have reduced the number of campaigns that they manage and monitor, while 81 per cent have rolled out moment marketing campaigns. Though the “moment” trend is cost-effective for brands, it is also helping them to react instantly and get into the conversation during popular sporting and political events.

Moment marketing is defined as digital spend focussed around an event, and there has been no shortage of those this year, with summer sporting festivals such as the Rio Olympics and Euro 2016 plus the upcoming Presidential Elections in the United States taking place. Around 45 per cent of marketers also use TV programmes for these marketing initiatives, though sports are the most popular.

Automated micro moments

The rise of moment campaigns has been driven by a desire to optimise investment due to the growing cost of gaining customer attention. This “Always Ready” trend for marketing is also being extended to micro moments, with digital content experts now looking to take advantage of flight delays and weather changes among others as part of an automated response strategy.

“But undoubtedly, moment marketing is also allowing brands to launch highly innovative campaigns that are delivering amazing results,” TVTY CEO Eliott Reilhac said. “Over the next 12 months, we expect to see brands widen the variety of triggers they use and launch even more ‘Always Ready’ campaign strategies.”

He added: “We also expect to see more departments get involved in moment marketing campaign planning: to develop a coherent and effective moment marketing strategy, it’s vital that a detailed profile of the intended audience is developed, by involving the consumer insight team.”