Marque, The Marketing Club - February Edition by Marketing Club

FROM THE EDITOR I'm delighted the marketing club was able to use its monthly publication as a forum for all of the young marketing enthusiasts who want to express their opinions on a variety of themes. As Editor of this special issue of the magazine, it brings me great pleasure to write this statement. The February edition's focus is on the developing forms of marketing. The topic provides a glimpse into modern-day marketing methods. This issue covers a wide range of topics, from the future of targeted marketing to an emphasis on the notion of influencer marketing. I'd want to express my heartfelt appreciation to everyone of the writers for their excitement, well-documented submissions of good pieces, and involvement in the creation of this journal. I am convinced that regardless of how your magazine is delivered, whether it is delivered to your door or to your computer, whether it is printed on glossy stock or on cheap tabloid paper, whether it appears on your iPad or on your cell phone screen, it is still the work of an editorial team for a discerning audience, a beautiful and meaningful (we hope) package of ideas, words, and images curated by a group of experts for its readers. While technology swiftly delivers fresh content to our desktops, laptops, and mobile devices, magazines are all about context – how ideas and pictures are presented in connection to one another and throughout time. We, the editors, shall make every effort to keep you interested.

CONTENTS 01 Geofencing: The Future of Targeted Marketing 05 India: A Market for Opportunists

13 Buzzfeed

09 Influencer Marketing Are We Really Getting Influenced?

17 Moment Marketing 21 Marquing The Moments

Geofencing: The Future of Targeted Marketing Author: Ankur S Mahajan K J Somaiya Institute of Management, Mumbai 1.Introduction “Creative without strategy is called ‘art’. Creative with strategy is called ‘advertising’”- Jef I. Richards. In this era of 21st century, where technology has ingrained at each and every step of our lives, the above quote holds very true when it comes to marketing and advertising. Technology has changed the arena of Marketing today, where the ways of selling a product, engaging the customers and managing the business operations have significantly transformed. Studies [1] suggest that people use around 90% of their time on smartphone, not surfing the web, but using apps. As per the recent studies by App Annie [2], Android users in United States watch 4.2 hours per day, up from 3.9 in Q2 2021 and in United Kingdom, it is 4.0 hours per day, up from 3.8 hours in Q2, 2021. Thus, geofencing can prove a key

triggers an action whenever a device enters a fix location. Businesses, today, have greatly making the use of creative ways such as offering coupons, notifications, security alerts, engagement features and many more, in order to make best use of these virtual boundaries. So, let us see how geofencing actually works?

distinguisher in targeting the right audience that matters to any company. So, what exactly is Geofencing marketing and how it has been so influential? Geofencing is a relatively new-location based marketing and advertising strategy which allows the businesses to set a virtual barrier and send targeted ads to customers who enter or exit a defined space. It is a service that

The Barrier, is a kind of preset placed using technology limited to specific geographical area, which could be small, big or unimaginably huge facility. The crossing is the term when the user enters the predefined zone and businesses come to know about it because the mobile phones of the users are often integrated with geofencing and this primarily works with Bluetooth.

2.Working and Approaches of Geofencing When it comes to using geofencing technology for marketing, there are four basic elements involved: i.The Barrier ii.The Crossing iii.The messaging iv.The permission

The messaging is when the user enters the geofencing territory, a communication is sent to the users individually through text messages, digital ads or push notifications. Final element is the permission, which is the most important part of this transaction. This acts as the permission granted step from the user point of view to send the messages, notifications or promotions related to the product or service. Some of the most common approaches used in geofencing are: •To increase brand awareness and engagement by sending promotional or informational text messages when people enter the specified area. •To increase app downloads by prompting users to download the app to avail offers and other incentives whenever they enter the geofenced area. •To target customers through social media ads placed of their feed, using features such as Facebook’s Local Awareness Ads •To place targeted web ads using advertisement services such as Google Ads. 3.Real time Applications of Geofencing i.Burger King The impressive example is Burger King’s, “Whopper detour”, that involved building a 600-feet fence around McDonald’s restaurants. Burger King encouraged their customers to visit McDonald, but there was a twist. When they entered the “fence”, they were able to unlock a deal for one-cent whopper burger on the Burger King App. This, thus was a risky promotion, but resulted in Burger King app being downloaded over 1,000,000 times and boosted its position from ninth to first place in Apple store’s food and drink category. ii.Dunkin’ Donuts Dunkin Donuts’ strategic use of a Snapchat personalized geo filter to celebrate National Donut Day is another example of geofencing technique. The Snapchat filters allow the brands to demonstrate their personalities and creative abilities. Dunkin’s filter which can be only accessed via “Snap to Unlock” feature or in store turned the user’s head into a gigantic pink donut inhaling sprinkles. The company gained 10 times more Snapchat followers from this campaign on National Donut Day. iii. Starbucks When there are so many Starbucks on the streets, the chances of the potential customers away from it will be very less and Starbucks let know its customers about it. When any individual enters of their geofenced areas, a notification is sent to let the potential customer know that there is a Starbuck nearby and the customers will be provided with a discount code or special offer in order to entice them further. There are also experimenting further by giving a chance to customer to order ahead whenever they are nearby the Starbucks so that they avoid standing in the queue, sending them directions through and even helping them to save the old orders so that they could visit their favourite store again and again.

iv. Uber Uber has also started implementing geofencing around the airports. Whenever anyone steps off from the plane and is working on how to go to their homes, Uber sends a notification informing the individual of how many cars are available in the vicinity. Also, recently Uber tweaked its app algorithm in order to include a geofencing functionality so that this could help Uber drivers from clogging the roads and parking structures at the airport. 4.Future Scope Around 92% of the smartphones, today, are compatible with geofencing technology and thus this has allowed the marketers to explore this technique in various industries for influential advertising campaigns. As per the study of Market Research Future[3], the global geofencing market is expected to grow to $2.2 billion by 2023. Based on the data from 10,000 real ad campaigns in LSA Insights [4] database, click through rates (CTR’s) for mobile display ads varied based on the type of geo-targeting used. Though, all provided a boost to CTR performance, geo-fencing and geo-targeting resulted in two times improvement whereas general DMA/ Zip code resulted in 50% improvement. It has been, therefore, said as consumer habits shift, the importance and prominence of mobile advertising will shift in a similar fashion. The ability to target mobile ads using the location data is a powerful tool to reach out to the potential customers. Thus, it can be inferred that the future of targeted marketing will have a strong base in geofencing.

5.Conclusion Geofencing mobile marketing is not just the example of new-age marketing, but a glimpse of how marketing teams can leverage location technology in order to offer incredible customer journeys. Geofencing will certainly remain in place for long after the current outbreak has subsided. The geofencing applications can turn out to be an important infrastructure while minimizing face-to-face interactions, when we dine out or go to a supermarket or even when just try to carryout life as usual. Now, with such an advent of technologies, consumers expect businesses to meet them wherever they are. By incorporating new technological tools can make that easier and more powerful than ever before. In the coming years, we are bound to see a lot of innovative uses of geofencing in order to protect our health and safety, delivering targeted offers, thus improving our quality of life.

India: A Market for Opportunists Author: Shreevardhan Agarwal Dhirubhai Ambani International School Introduction: Tesla is widely recognized as one of the leading automotive and clean energy developers worldwide. Based out of Austin, Texas they run operations globally with retail and production outlets in most of central Europe, North and South America and Asia. With its mission to “ accelerate the advent of sustainable transport by bringing compelling mass-market electric cars to market as soon as possible,” it becomes almost a prerequisite that it embarks on a journey to enter the market with the second largest population and over 35,000 luxury cars being projected to be sold in FY 2021/22 as the economy recovers from the recession faced due to the COVID pandemic. Additionally, the Indian government is one that looks favorably upon sustainable growth, with various subsidies and rebates of up to 1 lakh for the sale of electric cars in the country. Therefore this article proposes various marketing strategies that Tesla can employ to be successful in India.

Report: To begin with, the most striking piece of data that allows us to draw strategic conclusions is that of price and the repetitive nature of purchasing decisions. Data shows that around 800,000 sales take place in the 30-50 lakh bracket and just 35,000 in the over 60 lakhs bracket. Considering this information Tesla’s Model 3 and S priced using the value-based pricing strategy at above 50 lakh become a relatively unfeasible long-term entry product to the Indian market. However, Tesla plans to release an EV worth $25,000 (competitive pricing), which adjusted is around 19 lakhs, making it the perfect model for long-term sales. It is also important to ensure a large volume of sales given cars arent something bought repetitively. This information along with the brand recognition it gains due to the USP of recognized electric cars opens it up to the large long-term upside. A study by the economic times even shows the

growing awareness and sensitivity in consumers about sustainability, with Nearly 88% of consumers in India were willing to purchase a more sustainable product once they were made aware of the sustainability issues However, in the immediate future, 2 options seem more feasible, one is entering the Indian market at a delayed interval with its $40,000 model it is working on, allowing it to target a decently sized market so it can acquire enough sales to cover a reasonable part of its significant investment costs, and also slowly build its presence. The second is to develop a production facility within India. This allows them a range of benefits that can help lower costs and increase sales such as: i. Avoiding import tariffs by producing cars locally ii. Availing government grants and benefits and gaining merit for employing workers locally iii. Closer to the target market, easier to inculcate customer-specific adjustments iv. Overall reduction in the cost of the production process, allowing cars to be sold for cheaper v. Indian consumers are also more likely to produce locally manufactured products, with the same economics times survey showing that In the light of COVID-19, 84% of Indian consumers prefer to purchase more locally made/produced products rather than imported/non-local products This leads to another important long-term business aspect that has to be strategized properly, which is production. Tesla primarily uses automation and computer-aided manufacturing, allowing it to mass-produce cars in a cost-efficient manner. Halts in production due to strikes are reduced, the likelihood of mistakes (which could be extremely costly given the price of the raw materials) is reduced, and the speed of production is optimized making it an efficient production strategy.

While the current production process is effective it also important to ensure that Tesla adds on/maintains a few strategies to ensure they are successful. i. First strategy They should employ is using ethical production, which means using ethical suppliers, providing fair working conditions and wages to workers, and ensuring that their production process doesn’t cause irreversible negative externalities. Tesla stock faced strong losses when National Labor Relations Board ordered Thursday, upheld much of a 2019 ruling on Tesla’s alleged unfair labor practices. ii. Second strategy That should be maintained is quality checks to ensure the product does not lose its caliber. It is essential that a value brand like Tesla maintains its quality and reputation otherwise it can face bad publicity like when State Administration for Market Regulation said officials from five government agencies interviewed Tesla

executives and “asked them to strictly abide by Chinese laws and regulations, strengthen internal management, and implement corporate quality and safety regulations.”. Regular quality checks also helps save money which would have to be paid if the final product had any glaring issues, like when Tesla had to recall over 135,000 of its Model 3’s due to touch screen issues Ensuring that dealerships are accessible easily to the target market is essential. The three cities with the highest median income per household are Mumbai, Delhi and Hyderabad, therefore initially setting up dealerships in these densely populated cities can avail the most benefit. Two of these cities (Mumbai and Hyderabad) also rank top 3 in the safety index, therefore providing further incentive to set up shop there. Furthermore, Tesla must also address the need for the availability of charging stations. While electrical cars are an extremely attractive USP, standard petrol pumps do not provide fuel equivalents. Tesla must ensure that they either engage in a joint-venture with a local business such as Bharat Petroleum or Cairn or set up their own facilities as they expand to ensure success. Customization and strategic design to appeal to the Indian market is also essential to Tesla. Aside from its specialty of being one of the only world-renowned electric cars, Tesla cars are also renowned for their performance and appealing design, and therefore it is essential that Tesla continues to introduce new features and ensures that improving design doesn’t sacrifice performance. Already successful brands like Audi and Mercedes also sell their SUV and family-friendly cars most successfully in India, with 4 and 6 seaters contributing to almost 75% of their sales, therefore Tesla may also benefit from introducing Model X, which has the largest storage space. Last but arguably the most important aspect that has to be strategized is the promotion. The primary process is informative advertising, which should be done through TOI or other famous newspapers or online advertisements. However, most of the detail of the product itself should be added to an accessible website. Sponsorships and other forms of persuasive advertising including CSR and relaying the ethical nature of the business will also have to be implemented to overcome competitors such as Mercedes and Jaguar, which hold the most and second most market share respectively in this niche market. Furthermore, since Tesla’s primary business is the sale of electric cars, after-sales service alongside production and sales efficiency is also extremely paramount. Warranty, servicing, and other such services are a must if Tesla wants to retain customers. Concluding Strengths: i. USP of electric cars (Widely recognized as leading producer) ii. Brand name and logo carries grandeur iii. Widely renowned for its superior service iv. A wide array of marketing possibilities, with Elon Musk even having a large social media presence Weaknesses: i. The price of current models are extremely high ii. No prior experience with the Indian market. No prior connections or projects either iii. Has been accused of unethicality and mistreating workers in the past Opportunities: i. Indian has the second largest population and consumers are extremely environmentally sensitive ii. The government is working readily to reduce pollution and implement sustainable solutions iii. Plenty of opportunities for joint ventures for various aspects Threats: i. Competitors with pre-established consumer bases are introducing electric models (Audi e-Tron) ii. Investment costs are very high and returns aren’t guaranteed iii. Indian market is highly volatile and demand patterns are very difficult to predict

Influencer Marketing - Are We Really Getting Influenced? Author: Nimisha Paul The Bhawanipur education Society College, Kolkata Remember the times, when we used to dread advertisements, because hey, it was too boring. As time passed, and the marketing and advertising industry evolved, celebrity endorsements caught momentum.

“Businesses are making $5.78 ROI for every $1 spent on influencer marketing.”

Now, this is how we were made to enjoy advertisements as we love watching our favorite celebs on screen. And not just the casting part but the creativity went to a whole new level too. Right from FMCG products like soaps, to engine oils, every brand relied on endorsements to strengthen their hold on consumers. And it did earn massive points for the brands, particularly in the area of brand awareness.

What Is Influencer Marketing? Influencer Marketing is a form of online marketing through paid collaborations between brands and influencers. Who are influencers? Influencers are individuals who have grown a huge community of followers by delivering consistent content on one or more social media platforms.

Fast forward to 2022, we are witnessing the power of social media and the internet, in almost every industry. Social media has now become the hub of endorsements and promotions for brands. This brings us to the topic of influencer marketing and its effectiveness. Let’s dive into what influencer marketing is and how it's done.

Now, the question is why do people follow influencers and what makes brands invest in this. Influencers do not become influencers overnight. They start creating content on a preferred niche, suppose health, and build a community of people having similar interests. Their followers are people who like their content. Content can be of different types, it can be informative,

entertaining, reviews, etc. The community type depends on the kind of content delivered by the influencer, and it is also a deciding factor for brands to choose the influencer according to their products and target customer. We all know the power of word-of-mouth marketing, right? Let’s consider influencer marketing as an online word of mouth. The influencers are trusted by their followers, and when they review your product, it acts as a friend giving advice. So, brands must go for influencer marketing once, especially if the brand operates in the D2C space. “55.4% of marketers leveraged influencer marketing in 2019. That number is predicted to grow to 72.5% in 2022, for a total increase of 17.1% Many of you might be wondering, are celebrity endorsements and influencer marketing different? Well, yes, and the difference lies in approach and ROI. Let’s see the following table to understand better. Celebrity Endorsements Influencer Marketing The target audience is diverse and broad The target market is specific. A form of mass communication as celebrities are Comparatively impacts a lower number of people. much more popular than influencers Also, influencers might not be famous in the offline setting, unlike celebrities. The trust factor might be less, as celebrities promot- The trust factor is more, as influencers often show ing an ‘x’ soap is not believed to be using the same, videos of applications and after-effects. by the audience. So, from the above table, we can gather that the kind of marketing you choose, majorly depends on the ROI you want. If you want to make the audience aware of your brand fast, celebrity endorsements should be the pick. But, if you aim to gain trust and increase customers, influencer marketing can do the job.

What are the benefits of Influencer Marketing? In today’s digital world, influencer marketing is considered to be one of the most effective marketing strategies. Brands are increasing their budgets for influencer marketing, which makes it clear why it’s worth the price. Let’s see what benefits influencer marketing can bring for your brand.

1.Builds trust among consumers To stay in the market for the long term, building trust is the most essential task. About 92% of consumers say that they prefer recommendations from individuals and not brands. In influencer marketing, brands get the opportunity to gain consumer trust. This happens because the influencers show the application of the products, review them, and recommend them to their audience. This acts as a demo for consumers as they can see the effectiveness of the products themselves. 2.Niche audience results in better targeting As mentioned before, influencers have a follower base of a niche audience, that is audience sharing a common interest. When a brand picks up an influencer that matches its niche, they target thousands of people already interested in the same. This makes lead generation better and the ROI increases. 3.Easy to measure With so many tools and automatic data insights, measuring the result of the marketing campaign becomes easier. Brands can study the effectiveness of influencer marketing and can proceed accordingly for better results. 4.Acts as a medium to connect with the audience When a brand collaborates with influencers, they are more or less connecting with potential customers on social media. People might search for them on social media and start following them. So, it’s effective when you want consumers to connect to you on a platform.

5.Increases brand visibility When influencers manage to make kickass content around a brand, it may become the talk of the town. It could do the branding part for a brand as well. Given all the data and insights, do you think we are getting influenced and brands are winning us as consumers? “90% of survey respondents believe influencer marketing to be an effective form of marketing.” The answer is, yes, we are getting influenced. Influencer marketing is changing buying decisions and consumer approaches. Even if the campaign fails, influencer marketing will make people think at least once, of buying the product. In a nutshell, influencer marketing is the need of the hour for brands. However, one should not opt for it blindly. Brands should be clear about their goals and the ROI they tend to achieve.

#BUZZFEED #BUZZFEED

Dabur: New Category Zomato offersSnack Rs. 25 lakh for consumer created ad

Dabur, a packaged consumer goods manufacturer, has entered the snacking market with its Real fruit juice brand. It has launched three new sub-brands within the Real franchise, one of which being snacks. Until now, the company has only sold fruit juices and nectars under the Real name. Dabur promises to offer healthy snacking options under the Real Health subZomato proof includes that they can criticism into a super innovative campaign. conbrand, iswhich chiaturn seeds and roasted pumpkin seeds.marketing Real Fruit Power, After on the othsumers. After consumers expressed their growing boredom with Zomato’s monotonous YouTube and er hand, will concentrate on fruit-based beverages as well as low-cost, high-value fruit drinks. TV ads, some users took to social media to criticize Zomato’s butter chicken ad. However, Zoamto seems havealso played its cards well by coming with a smart idea to help beverages it come upthat withincludes fun cam-Real Daburtohas launched Real Milk Power, up a collection of milk-based paigns while withDabur their says customers. frappes and engaging milk shakes. that this brand has already carved itself a 1% market share in milk shakes and that it intends to avoid commoditized dairy products in favour of value-added packaging. The firm went all out, proclaiming that the ads do suck. So now, it has opened the floor for creative ideas What was commendable was that, apart from novel idea, they also Due from to customers. higher-than-expected inflation, the company's nettheprofit increased byshared 2% to the feeling with their customers that made them win many hearts. Rs 504.35 crore in the December quarter. Dabur asserted that by combining price increases with cost-cutting efforts, it was able to counteract the impacts of inflation.

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H&M Home : India Launch H&M, a Swedish multinational fashion company, said that its home furnishing brand H&M Home will be launched in India in both online and offline formats. H&M Home features trendy décor and accessories for every area and taste. Its portfolio comprises everything from high-end bed linen and dinnerware to a diverse range of fashionable materials. H&M India will launch H&M Home with a digital shop on its e-commerce website hm.com and e-commerce platform Myntra in spring 2022. In addition, H&M Home will make its offline debut as a shop-in-shop concept at H&M India's present site in Delhi. H&M Home first went online in 2009, and it is now available in most H&M online markets through standalone H&M Home concept stores and shop-in-shops within H&M stores. H&M currently has 48 stores in India.

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Moment marketing Author: Aman Raikhere GLIM, Gurgaon We're all aware that popular topics, events, or moments generate a slew of conversations and interactions. When a customer is scrolling through a popular topic and a brand pops up with related material, it discreetly creates recall while earning pop-culture prominence. Moment marketing has become more easier because to social media. Although brand relevance is required, a trending hashtag and a witty creative topped with a gripping caption are sufficient. What makes moment marketing so effective is getting your message out there as fast as possible and in a funny manner. Even if you create the most eye-catching, visually stunning campaign possible, if you distribute it at the wrong moment, it will be ineffective. You must sell to your target at precisely the appropriate time if you want to make an effect. The importance of both originality and turnaround speed cannot be overstated. So, what moment marketing really is? Moment marketing is a promotional approach that uses current news, events, or occasions to create traction and increase brand exposure and sales. It is mostly employed by businesses on social media and digital platforms. Brands are utilising this advertising approach more than ever before as a result of recent notable occurrences. The reason for this is simple: marketers want to be a part of consumer conversations, so they leverage these trends to attract people's attention and stay on their minds. It allows them to swiftly contact their target audience at a low cost. The concept of moment marketing is a way of marketing that takes advantage of random movements. It is used to create communications and collateral based on ongoing events. According to Deloitte moment marketing is,

“Moment marketing is the ability to take advantage of an event to deliver relevant and related, seemingly spontaneous, and often fleeting interactions with customers in real time.” —William Grobel, Senior Manager, Deloitte Digital. Toolkit 2016; Moment Marketing Brands have seen success with moment marketing strategies time and time again! Whether it's Oreo's Dunk in the Dark or Paytm's demonetization tweet, there's something for everyone.

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2013: Oreo ‘dunk in the dark’ tweet

A power outage occurred at the Mercedes-Benz Superdome in New Orleans during a heated third quarter duel between the Baltimore Ravens and the San Francisco 49ers. The incident lasted 34 minutes, leaving the stadium in darkness and TV spectators perplexed as to why football broadcast was abruptly cut off. While many football teams, supporters, and viewers were kept in the dark, Oreo was the only brand that managed to pull off "more sophisticated footwork." The wellknown cookie company took advantage of the wide-

spread power outage by sending a simple message to its Twitter account. "You can still dip in the dark," the post said, showing a dimly illuminated Oreo biscuit.

commercials in 1966. It is the world's longest-running outdoor advertising. Amul has leveraged its iconic "utterly butterly girl" to stay relevant by being innovative and funny with the day's headlines.

The tweet received roughly 15,000 retweets just a day after it was put on Twitter, while the Facebook post received nearly 20,000 likes. Earned media impressions for the "Dunk in the Dark" picture totalled USD 525 million. Oreo's Twitter followers climbed by 8,000, while its Instagram followers increased from 2,000 (pre-Super Bowl game) to 36,000 (post-Super Bowl game), with 16,000 photographs from followers' own accounts submitted in response to the "Dunk in the Dark" post. The Huffington Post, an American news aggregation and blog site, wrote a storey about it. Oreo was viewed as a creative, fascinating, and snappy brand by customers as a result of its real-time response to the 2013 Super Bowl blackout. It won a Silver Lion for Best Use of Digital Direct Marketing and a Bronze Lion for Best Viral Advertising. In an environment when advertisers are spending over USD 4 million to air a commercial during the Big Game, having a brand answer in real-time is a "brilliant method to reach consumers on cell phones and laptops," according to Sarah Hofstetter, President of 360i.

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Amul

Indian Amul corporation, a dairy company, has been in the forefront of Moment Marketing from the inception of social media platforms. The Amul girl has never shied away from discussing contemporary political and non-political events. With the increased usage of social media platforms such as Facebook, Instagram, Twitter, and others, Amul has adapted to stay relevant. Amul is a pioneer in the field of Moment Marketing, having begun running topical

In these COVID-19 times, marketers are leveraging moment marketing more than ever before. Brands have taken advantage of every opportunity to capitalise on viral spread, work from home, vaccines, and, most recently, the Olympics! When social separation became the norm in 2020, numerous firms, like Netflix, Burger King, Bisleri, Nescafe, Fasos and Fevicol, used innovative advertising to communicate their brand promise.

product's mission, values, advantages, and virtues. Your brand may reach a large audience by using social sharing and word of mouth. When using a typical marketing The main benefit of instant marketing is that it al- plan, this is difficult to do. lows your advertisements to appear at precisely the perfect time. Because you're targeting buyers who 4)Business promotion are actively seeking for items or services similar to The promotion of your brand is an evident benefit of yours, your advertising are more likely to result in movement marketing. You will get attention and recogconversions. This covers things like orders, transac- nition for your goal movement by using it. Your brand's tions, phone conversations, and store visits, among sales and earnings will rise as a result of this. other things. 5)Other advantages 1)Return on investment • Quickly reach the intended audience Movement marketing tactics have a larger return on • Instant awareness investment than other marketing strategies (ROI). • Link online and offline audiences When consumers realise that your marketing is • Create opportunities for genuine audience engagement genuine, they will want to buy your stuff. In modern • Ensure that material is correctly aligned with its surmarketing, companies must be fast to respond and roundings. think beyond the box. Here, advertising is rapid and • Delight the audience and make the brands remember does not take a large sum of money to create a cam- • Win big with the most basic marketing tools and propaign; it is as little as a tweet. cedures Advantages of Moment marketing

2)Connect with customer The more informed and vocal a firm is about happenings in the social environment, th e more it will be able to engage with customers. Today, more than half of the internet is dedicated to memes, and with shifting consumer behaviour, leveraging moment and meme marketing is the ideal approach to interact with this generation. 3)Expand your market Through earned media, a movement marketing approach allows your company to interact, connect, and reach customers who would not be engaged through paid distribution channels. This earned media encourages consumers to disseminate a

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