What is marketing? According to Wikipedia, the definition goes like this – the activity, set of institutions, and processes for creating, communicating, delivering, and exchanging offerings that have value for customers, clients, partners, and society at large.
That’s a tough one. Can’t get into my head as to what it means. Everyone has different theory about it.
After digging deep, I found my own definition of it. According to me, Marketing is seizing the moments. If something is trendy, pick it, associate yourself with it and boom! You get the audience. I was wondering what should I name it but alas! Someone called it ‘Moment Marketing’ already.
“Be prepared. You never know when are going to hit the Jackpot.”
We have heard this quote many times. But did we take it seriously? Most of us didn’t. After all, regretting lost opportunities is ingrained in our DNA. But there are people out there, managers out there, companies out there, who took it seriously and cashed in on it.
Who all did this? Here goes.
Paytm is one of the India’s most successful payment and commerce company. In November 2016, when Prime Minister Sh. Narendra Modi announced the note ban and made a move towards digital and cashless India, Paytm sensed the opportunity to boost its reach and came out with the following advertisement.
We have got two words for you: Paytm Karo.
— Paytm (@Paytm) November 8, 2016
This campaign changed the face of payment industry in India. Paytm received a great deal of attention from the mass and instantly became the superhero of payments. Its tag-line ‘#paytmkaro’ went viral and became trending on all the major social platforms.
Zomato is also known for seizing moments. When NASA launched its space probe New Horizons, this is what Zomato tweeted, giving a glimpse of their ambitious plans.
Audi is known for its brilliant advertisement campaigns. When power outage at Super Bowl in 2013 was trending, this is how Audi reacted and annoyed one of its major competitor. (Name of the stadium was Mercedes-Benz Superdome)
Sending some LEDs to the @MBUSA Superdome right now…
— Audi (@Audi) February 4, 2013
- Nissan UK
In Moment Marketing, speed is everything and Nissan UK nailed it. When the British Royal family announced Prince William and his wife Duchess of Cambridge were expecting their second child, this is what Nissan UK twitted bragging about their cabin space, just SEVEN minutes after the announcement.
— Joanna Stefaniak (@JoankaStefaniak) September 10, 2014
Do you remember the blue-black/white-golden dress which once startled the whole internet. Everyone was guessing the color of the dress and nobody got it correct? Tide took the advantage and twitted this clearing all the doubts.
— █████ (@Asmaalabdullah_) March 2, 2015
Football fans out there remember the match when Luis Suarez bit the shoulder of Chiellini, an Italian soccer player. This incident became trending over the social media and this is how Snickers gained an edge.
— Hauschildt (@johauschildt) December 23, 2014
Ahoy Marketing Peeps! Keep yourself updated with the latest trends as you never know what next trend might make you a marketing genius.