Why marketers have to engage with the right content – and build emotional connections
The entertainment award season is now in full swing; brands are embracing real-time marketing and gearing up for social war rooms. Marketers are increasingly realising the value of engaging with customers ‘in the moment’ as events unfold so they can be part of the conversation and ride relevant trends.
Timing is absolutely key and the availability of marketing tech tools and data has enabled marketers to make intelligent decisions around when it is best to activate content and reach audiences in the right mindset. However, this needs to go hand-in-hand with the right message. Timing and content need to be equally executed in order to drive impact because contextual relevance can make all the difference.
This year at the Super Bowl, we used our Brand Intelligence technology to analyse viewers’ digital content engagement around the live sports event. Netflix original series Stranger Things stood out as the biggest brand winner with by far the most real-time interest from audiences, reflecting the huge hype and anticipation for season 2.
However, the TV ads that continued to generate conversation online once the game was over were those that had a social message. Airbnb spoke of a belonging and acceptance no matter our differences. Coke celebrated ‘America the Beautiful’ in a song of different languages. Budweiser traced the roots of its founder and his pursuit of the American dream. All three brands produced narratives with a positive message of social inclusiveness. This resonated with the audience because brands tapped into current political sentiments which have been controversial globally, reaching a captivated audience at the right time with compelling messages that provoked a deep and meaningful emotional response.
The TV ads that continued to generate conversation online once the Super Bowl was over were those that had a social message
While there are occasions where marketer intuition will accurately predict what the right message is and how well it will resonate with audiences, in reality it takes the combined efforts of al marketer’s brilliance and robust marketing technology to make moment-based marketing a success.
Real-time data empowers brands to take the front seat at offline events, helping to make qualified decisions around digital activation and optimisation to achieve the desired positive impact. More importantly, these digital content engagement trends enable brands to understand consumers’ mindset and be in tune with what intrinsically drives them.
While it’s easy to understand the importance and effectiveness of moment marketing in campaigns centred around entertainment or sporting events, there are many other situations where the use of real-time context is essential.
For example, an online news publication may choose to leverage real-time data around current events to acquire new subscribers. A beauty brand could use real-time data around London Fashion Week to engage with audiences who are potentially interested in their products. What’s key is using data to gain a historical and real-time understanding of consumer interest and tailoring advertising messages accordingly to tap into that mindset in order to authentically connect with consumers more effectively.
This year, moment marketing will play a starring role in the awards and sports season. Big events attract big audiences, and marketers will continue to explore the use of data and real-time activation to engage and interact with consumers. For marketers looking to land the big win, the ability to understand audiences, translate that into a compelling brand message that is activate at the right moment will be a massive contributor to moment marketing success.
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