How to leverage Moment or Meme Marketing without hurting the sentiments of the people?
Did someone say Chief Meme Officer?
Ronaldo & Coca Cola, Rasode me kon tha?, Binod, Pub G Ban, Jal Lijiye. People today can easily resonate with these words as they have more than a story to tell; they now also have a product to sell. That’s the power of moment marketing. As a marketer, we always find new and creative ways to communicate with our audience. Brands like Amul, Tinder, and Netflix are the biggest advocates of moment marketing. In the past 3 years, almost every brand has jumped on the bandwagon. Be it an agency professional or an in-house marketer, moment or meme marketing has gained momentum with the industry professionals so much that many companies are now hiring a Chief Meme Officer (the new definition of CMO).
Why is Meme Marketing the current favourite of the industry?
Sharing memes is like sharing an inside joke with a friend. It gives people a sense of inclusiveness in today’s digital world. Similarly, when brands leverage the viral trends and communicate with their audience, people feel a personal connection with the brand. Apart from the engagements, views, and shares, the role that moment marketing plays is vital in bringing customers and brands closer. Brands today have the opportunity to position themselves as new-age to which every kind of audience can relate; they may or may not be its direct customers. When brands communicate effectively, they become aspirational to people and other brands.
Responsible marketing makes you a responsible brand
Memes usually involve a person or an entity. Sometimes creativity takes the better of people, trying to be part of the going trend. The beauty and power of content lies in the fact that it can be moulded in different ways to put across your message without hurting any social sentiments. Responsible marketing stitches its message with the viral trend in a tasteful yet interactive manner. Including anything around religion, politics or race is something that a brand must steer clear from. Going viral should not become infectious.Let’s learn from Durex, being a responsible brand in every sense.
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About the author:
Sanjula Miglani, Business Marketing Head, Dineout