Article

Dr. islam Gouda
Dr. islam Gouda 28 December 2015

How To Capitalize On Momentum Marketing?

The online and offline world have long been disconnected - brands utilize the online medium to promote their activities rather than connecting between them and the audience.

The online and offline world have long been disconnected – brands utilize the online 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 online).

 

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 online 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 online 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’ online 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 analyze current information and provide the team with resources to be able to catch-up with the changing events the brand experiences.

 

  1. 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.

 

Momentum Marketing by TVTY

 

  1. 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 psychographic 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.

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Digital Marketing Vs. Traditional Marketing: Which One Is Better?

Digital Marketing Vs. Traditional Marketing: Which One Is Better?

What's the difference between digital marketing and traditional marketing, and why does it matter? The answers may surprise you.

Julie Cave
Julie Cave 14 July 2016
Read more
Amazon is the new Google for Product Search

Amazon is the new Google for Product Search

Amazon has become the top place consumers go on the Internet to search for products. In a Raymond James study published in early 2017, 52% of people said that Amazon is now their first choice for product searches. Here’s how you can get to the top of Amazon’s results and stay relevant

Brian Beck
Brian Beck 21 November 2017
Read more
4 Important Digital Marketing Channels You Should Know About

4 Important Digital Marketing Channels You Should Know About

It goes without saying that a company can't do without digital marketing in today's world.

Digital Doughnut Contributor
Digital Doughnut Contributor 5 November 2014
Read more
3 Social Media Trends to Follow in 2018

3 Social Media Trends to Follow in 2018

Discover three big trends that will have the impact on social media in 2018 - from ephemeral content, to influencer marketing and augmented reality.

John Siebert
John Siebert 15 November 2017
Read more
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of traditional outreach methods to get in touch with targeted buyers or sellers.Here are some of the best and fastest growing global B2B platforms that are helping thousands of businesses in the world to grow and reach their international and local clients.

Salman Sharif
Salman Sharif 7 July 2017
Read more