Moment marketing and its appeal to new-age consumers

Abstract

We aim to consider and hypothesize that spontaneous, proactive promotion measures like Moment Marketing increase brand recall, improving the consumers' inclination to absorb content from such brands. In the digital era, capturing customers' attention through just informative or merely creative advertisements proves to be a Herculean task. With growing exposure to social media, consumers experience Ad Blindness, brands can leverage Moment Marketing to overcome this issue and connect with their customer base. While brands like Amul have pioneered this strategy and mastered it for the last 53 years, moment marketing is more relevant now than ever in this fastpaced, digital era to ride the wave and viral promotions. This strategy is not only highly effective but is also less expensive compared to most marketing approaches. We also hypothesize that traditional brands that feel a sense of disconnect with new-age consumers who perform most of their actions online can strengthen and regenerate their brand image, making them more appealing and attractive to the new generations. Finally, we hypothesize that such an increase in brand recall and improvement in the brand image can eventually lead to higher purchase intentions by such consumers. We chose the survey method of research to determine our hypotheses, explicitly focusing on the questionnaire approach. We have recognized a target demographic of Millennial and Gen Z consumers and floated our questionnaire to assist them in self-reporting their insights. On completion of this approach, we found abundant evidence to support our aforementioned hypotheses. We also found ample indications in our secondary research to prove the assumptions, showing that moment marketing can revitalize brand images and increase brand recall, help brands gain a community of consumers, and eventually positively impact consumer buying behavior. We conclude our study with recommendations for brands, both traditional and new, to embrace moment marketing in the age of social media.