The on-line and offline world have long been disconnected – brands utilize the on-line medium to promote their activities rather than connecting between them and the audience. This type of connection is mainly dependent on the moment, and this moment emerges when two or more of the marketing channels utilized by the brand intersect and produce live content which interests the customers and engages them in a productive manner.
The need for an effective momentum marketing strategy is crucial, especially with the changing consumer behaviours and patterns as a result of the quick and easy access of information in addition to the abundance of content – which made the now much important than the later.
Momentum marketing however, is being discarded – perhaps for the time and effort it takes, even when it is born of the moment it requires planning, a well execution, and a dedicated team with resources and control over company owned and non-company owned channels (off and on-line).
Perhaps as well that brands’ activities are dependent on various types of approvals – content is being filtered and different levels of management approvals has to be obtained, which doesn’t work well with the changing needs of the customers.
What brands needs to realize that their users’ mind state is not the same from time to time, if I am as an on-line user reading an article from home it won’t be the same when I read it from the office. If I am reading a business article, watching a cartoon on YouTube, and then planning for an evening – the perfect moment between those activities performed by the user and the time taken to visit the brand’s page or content is what matters the most.
Momentum marketing planning goes beyond to the point of time in the day companies need to know where most of its audience could be at their optimum level of interest towards the content provided for the lowest level of discard to occur.
The main objective from momentum marketing is not to waste dollars on obsolete information and useless reporting, where dynamic real time contextual communication should take place rather than static communication disengaging content. It is as well vital to understand that there is a difference between trending and momentum – what could be relevant and timely to a brand can’t be for another, so momentum doesn’t mean meaninglessly instant, but rather timely relevant.
A great example of ceasing the “moment” is provided by Johnson and Johnson, where they have realized that their on-line community of mothers ask questions about their babies and their problems of having to go to sleep at 4:00 am in the morning. The company has created targeted messaging on the use of their tablets to address their audience issue in a relevant and timely manner.
So, how companies can plan, manage, and execute content momentarily?
1.Managing the Media Buying Process:
There are various channels of communication involved when it comes to momentum marketing, thus it is crucial to select the best matching channels to augment moments for the brands’ customers and users. The purpose is to synchronize all of these channels before there is content – digital roadblocks for competitors’ ads could be created to leverage on the brands’ on-line activities.
Synchronized campaigns however, require additional investment of budgets – momentum marketing complements the already existing marketing activity plans and doesn’t replace them. The budget is as well utilized to analyse current information and provide the team with resources to be able to catch-up with the changing events the brand experiences.
2.It is all About the Team and Technology:
Momentum marketing can be executed by any brand; the most important aspect however, is the use of a special team of professionals who can utilize the technology which can facilitate the processes for opportune momentum marketing. Some companies utilize technology to assist in the creation and synergy between various channels.
One of these technologies is the TYTV which allows for the instantaneous reaction to TV ads – with a time spam of engagement ranging between 5 to 10 seconds after the ad has been shown which takes place across 400 TV channels in more than 20 countries. The technology uses “video finger printing” which is based on dynamic analysis of data and the quick production of triggering content.
3.Understanding Your Customers:
If the perfect marketing process is about reaching customers wherever they are, creating the perfect marketing moment is about reaching customers whenever they are the most interested and open to receiving information that concerns your brand. The perfect moment requires an analysis and understanding about customers’ information consumption habits, a psycho-graphic analysis of the when, the why, and the how they get their information about the brand.
When thinking about it, the opportune moment could be everything for the brand – when offering to your customers pieces of information; it has to be at the perfect moment, where they are at the perfect mood, when they are in the perfect place to capture their attention and interest.
Where to find Dr. Islam Gouda,