What Is Moment Marketing And How To Use It In Singapore

What Is Moment Marketing And How To Use It In Singapore

What is moment marketing and how can I use it to generate leads in Singapore?

Timing is everything. Then, there is never a perfect time for anything. In essence, time controls every task that we decide to do, and you can never be sure what time and which task(s) can achieve a particular goal.

In digital marketing, you need to time your message in a way that can reach your target market at the perfect time.

A perfect time in this context is meant by offering your target audience what they want to solve their problems, at the time they want it and at their convenience.

Since moment marketing uses time as its main component, in this article we are going to focus on how you can take advantage of moment marketing to help you keep close contact with your target audience.

The hands-on and time-sensitive strategy employed by moment marketing enables you to provide the requisite tools your clients require to make swift purchasing decisions.

It also helps you connect with your target audience on a more personal level. The ability to interact with your target audiences personally gives you a comprehensive insight into their preferences.

How to Do Moment Marketing in Singapore

  • Always Be Handy

As a marketer, Google will always advise you to still be available for your clients in those moments they require you.

Moment marketing as a digital marketing strategy is very fast in how it reaches out to the intended audience.

Therefore, when using moment marketing, you need to dedicate your time to your clients and be available when they require something.

According to studies,33% of online shoppers make purchases from brands or companies that were not their preferred choice.

The action informing this decision is moment marketing because the business provides the necessary information that simplified how the client’s to shop.

Being handy or on call when your clients require your services does not necessarily mean that you have to shadow the customers while buying. However, you can expect in advance the dealings they are going to be involved in, and then have your clients locate you at the opportune time.

Below are ways of ensuring you are present during the subsequent searches.

    • Familiarise with Your Clients and Expect Their Wants: To avail yourself to customers at the right time, you need to familiarise yourself with the queries you expect your clients to have. The best way to do this is by creating your client’s persona(s) and tracing their steps to capture the areas where they are expected to seek that material to solve their problems. Mapping the journey of your customers puts you in a prime position to beat your competition to clients.
    • Use Paid Ads in Your Advertising Stack: This strategy is best used when you have been struggling to make a mark on social media or make your content appear on the first page of search engine result in pages (SERPs). Paid ads allow your products to appear to specific people, at a particular time. They are also preferred because they allow you to be inventive with the displays and the communications you want to put across.
    • Formulate A Water-Tight SEO Strategy: In the digital space, there are those who are aware of what they are searching for while at the same time, there are those who are not sure of what they are searching for. In such cases, you need to be handy as mentioned previously so that you can point your clients on the right path.

To actualise this strategy, you require data and tools like Google Keyword Planner to distinguish the keywords that interest your clients on SERPs.

The keywords are then attached to your content and landing pages so that every feature on your page is optimised for those keywords during searches.

  • Optimise For Mobile Devices

Apart from time another vital component of moment marketing is a mobile device. Mobile devices are the main, favourite and fastest gateway into the web.

Hence, to ensure your content is not obsolete, you need to ensure all aspects of your content should be optimised for mobile devices. This includes post, blogs, site and ads

  • Be Timely

Being there for your clients is not enough in moment marketing. Competition is always there and maybe they could be faster than you in the way they engage the customers.

Therefore, you need to be faster than your competition. It requires more input from you and the help of functional marketing tools. Act-On is a marketing automation tool that creates prompt events when a specific action is undertaken. Then, you can send them follow-up messages that coax them into making purchases.

Integration of retargeting of ads is also an essential marketing strategy at this point. Why?

The incorporation of this strategy into your moment marketing strategy helps you gain visibility for your content on other platforms and websites.

Furthermore, when you have a programmed nurture email campaign, it will assist you in seeking new prospects and continually responding to queries from leads.

  • Provide Important Material

The ability to provide your clients with what they require is crucial in moment marketing. In other words, you should be useful by providing content that resonates with your clients then. Here are a few tips for actualising this:

    • Teach Your Clients: Since moment marketing seeks to reach the client as fast as possible, you should set yourself apart from your competition. First, you need to develop your content in a way that provides valuable info on what you are offering. Then, you can focus on the features that make your product unique.
    • Make Your Content Customer-Friendly: The essence of moment marketing is the speed by which information is relayed to the user. Therefore, the outlay of your page should be as simple as possible and easy to manoeuvre. Avoid making it hard to move around your website. Clients are in a rush to find solutions to their problems. Hence, it is wise to use visual materials such as videos, and infographics to guide the client service or product of choice.
    • Be Useful: The ability to know and predict the wants of clients are the key pillars of moment marketing. As a marketer, you are then required to know the reasons why they are searching for the solutions. Show that you are proficient and understand the problems of your clients by portraying a picture of understanding their agony and misfortunes. Then, illustrate how your service or product is the answer to their questions at that juncture.

How to Create Valuable Connections with Customers during Once-in-a-While Moments Facebook

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As mentioned earlier, moment marketing is based on connecting with potential customers at the right time. Timing determines the success of this digital marketing strategy.

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Facebook is the largest and most popular social media site in the world. It’s imperative to devise ways of connecting with potential customers at the right time.

Here are facts on creating valuable connections with customers during once-in-a-while moments on Facebook:

  • During Major Life Transition Moments

Moments or life events that matter bring people together despite differences such as religion, social class, employment status and more. Entering a new stage in life can be equally exciting and nerve-wracking. You have to put in place measures to adapt to the new life.

However, you cannot be fully prepared for the new phases in life. The actual experiences are usually challenging to most people due to the unfamiliar territory. Over the years, Facebook has become an invaluable source of information for new parents. You can learn a lot from other similar platforms such as Instagram and Twitter.

According to a recent study, 3 in every 4 new and expecting parents polled here in the US are part of one or more online communities, online groups or retail groups. They spend more than one-hour daily browsing through these groups and interacting with other members.

As a business that sells products to this segment of customers, you can use the once-in-a-while moments they spend on these groups for marketing purposes. Monitor the results to understand your target customer’s purchasing behaviour. If the products amicably meet their needs, they are more likely to become brand ambassadors.

Remember, user-generated content effectively convinces customers who are on the fence about a particular product to buy. On the same point, shifts in life stages are usually linked with big purchases such as a new home or car.

Most people in the US associate some vehicle brands with specific life stages. That’s according to a recent analysis of millions of conversations on Facebook. Concisely, hybrid cars are associated with job promotions, trucks are for retirement, and compact cars are for new and expecting parents.

  • Active Facebook Users Celebrate Global Events Online

Social media is part of our lives. People use the sites to socialise and air their grievances or views on different matters or happenings in their lives. Research shows that people celebrate global events on Facebook.

For instance, major sports events such as the World Cup, which happen once every four years, are super effective in bringing people across the globe.

We unite to root for our favourite teams. 94% of sports enthusiasts use Instagram to keep tabs on the lives of their favourite athletes.

In addition, 9 of our 10 sports enthusiasts use smartphones and other smart devices to stream games and watch highlights after the game.

Brands can use the usage spikes during and after the sports to market their merchandise.

Apart from spending time on Facebook and other social media platforms viewing content related to global and regional events, people naturally gravitate towards brands that allow them to share their views and perspectives.

Here are some staggering statistics on how people discussed the 2018 world cup football tournament.

    • 270 billion Instagram users and 3 billion interactions focused on the 2018 football tournament.
    • During the 2018 world cup tournament, the top post that gained massive traction globally was when Lionel Messi, a renowned football player from Argentina, updated his profile picture. Who would have thought such a simple change would create a huge buzz and sensation online.
    • 11 million stories with content about the football tournament were posted on Instagram.

Based on these statistics, brands can leverage these moments to delight their target customers by creating ads that connect the products with the happenings.

McDonald’s is one of the companies that used the tournament to run a successful marketing campaign in the Middle East. The “45 Days of Surprises” campaign offered different freebies and discounts based on the day’s football theme.

The campaign messaging was structured to spur engagement with the millions of football fans in the Middle East.

The campaign also had a teaser phase where the brand created a buzz by informing consumers that it was time to redeem their discounts and offers. The phase was dubbed “Time to Cheer” and continued to go viral even after the event.

The brand also created the banner “The Celebration Continues,” extending the campaign two weeks after the tournament.

Facebook profited from an increase in download of apps as most people use their smartphones to browse social media sites.

The campaign increased Facebook app downloads 1.4 times, offers redeeming rate increased 2.3 times and sales made through the app increased 1.9 times.

  • People Unite in Groups during Shared Moments

Firstly, once-in-a-while moments can result in a revolution that impacts the daily lives of Facebook group members. The moments are created around an idea or happening that unites the people.

The many online tools compatible with Facebook further increase the growth and momentum of the shifts.

Ideally, the primary purpose of Facebook Groups is to give users a chance to create online communities that encourage each other to interact and meet in person after that.

Groups that are active and meaningful to the members soon become pillars of social and support structures. Consequently, they create a significant impact on a global or national level.

In the context of moment marketing, you can identify your brand’s central role in the once-in-a-while moment.

By leveraging these moments, you can connect with potential customers by highlighting issues and events that matter to the target customers.

Note that online consumers gravitate towards brands they are familiar with and feel about their needs and preferences.

Therefore, work on intelligent ways to establish cordial relationships with your customers via Facebook.

Summary of Using Once-in-a-While Moments on Facebook to Market Your Brand

Facebook is a digital marketing powerhouse that you cannot afford to ignore if you want to get ahead of the curve.

Your target customers are bombarded with hundreds of ads whenever they log in to Facebook and scroll through their news feed.

Therefore, you need to devise new ways of establishing a connection with them without sounding too “salesy” or promotional.

Here are three tips on leveraging the once-in-a-while moments to market your brand on Facebook.

  • Inspire Action

Motivational and inspirational content in videos and text spur more engagement than other ordinary promotional content. Today, you should create marketing campaigns that are not just promotional but also inspirational.

That is, inspire people to take desired actions. For example, you can create a campaign that shows your brand is alive to the impact of global warming and climate change. Such a campaign will give potential customers a positive image of your brand and encourage them to do business with you.

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She Means Business is an example of a Facebook space encouraging women to venture into entrepreneurship. Members get excellent opportunities to share ideas and establish cordial connections that eventually help them establish successful businesses.

  • To Nurture Engagement

When doing digital marketing, you must develop campaigns that nurture engagement. Without engagement, potential customers won’t know about your brand. Consequently, they will not be motivated enough to do business with you.

Prep your brand for upcoming once-in-a-while moments by ensuring that your online business has a robust presence that leads to the customers.

For example, if your products and services can be connected to upcoming sports events, you can decide to join the fans in anticipation of the start of the tournament mount.

Go the extra mile to follow famous players and use related hashtags to increase the visibility of your posts on not only Facebook but also Twitter and Instagram. The more people see your posts and interact with them, the more popularity and social media real estate you will earn.

Be sure to monitor the engagement levels you achieve after posting different content types, such as photos and videos, to know which one best resonates with your target customers.

Also, leverage the many ways the Facebook algorithm increases the visibility of marketing or promotional materials during televised events. MediaOne Marketing has a reputable team of social media marketers who can help create robust Facebook moment marketing campaigns for your business.

  • Scale Connections

Every brand is hungry for visibility on all social media platforms, not just Facebook. That explains the many ads we come across online every day promoting similar or the same product and services.

Even though Facebook has, over the years, refined its algorithm to level the playing field for both new and experienced marketers, it’s still a daunting task for most brands to get a high ROI from social media marketing.

Go against the grid by embracing a topic or community initiative of interest to your target customers to boost your brand’s visibility.

Use the initiative to relay information about your company’s culture, values, and aspirations.

Properly structured initiatives that are not just promotional but also valuable to the community you serve will create a positive impact in the market.

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Greenpeace Brazil is a perfect example of a campaign that used Instagram Stories to run ads and collect signatures from across the globe. The campaign’s main goal was to petition the governments to develop a marine sanctuary in Antarctica.

What Is Moment Marketing And How I Use It To In Singapore

How to Do Moment Marketing on Facebook Using Videos

Video is one of the best marketing content in the current competitive digital marketing landscape.

In a recent poll, 87% of marketers confessed that video content helped increase traffic to their websites and other online platforms. 94% say video helped increase their target customers’ understanding of their products and services.

When doing moment marketing on Facebook, we recommend posting more videos. Here are expert tips on video marketing on this social media platform.

  • Create the Right Video Content

The right video content will enable you to establish a strong connection with potential customers. This will translate to more sales as prospects spend more time watching the videos.

Here are some ideas of content you can use to create moment marketing videos.

    • User-generated content
    • Product reviews
    • Service reviews
    • Tutorials
    • Behind the scenes

Make the videos as succinct as possible to grasp and retain the viewers’ attention from the second they click to watch.

  • Ensure the Videos are in the Right Format

Today, most people have more than one device to browse the web and watch videos. It’s essential to ensure that your videos are formatted correctly for viewing across different devices.

Note that 65% of video views on Facebook are from mobile devices. Also, users hold phones in portrait orientation when watching the videos 94% of the time.

What Is Moment Marketing And How I Use It To In Singapore

    • Add a Clear and Compelling Call to Action (CTA)

Without a CTA, your potential customers won’t know which action you want them to take after watching the videos. Ensure you include a clear and compelling call to action for this purpose.

When creating Facebook video ads, we recommend including the CTA in the text that describes the video, as shown below.

You could also include the CTA inside the video to profit from customers who don’t watch the entire video.

  • Use Captions and Hashtags to Increase Their Visibility

Every day, 4 billion video views are recorded on Facebook. 500 million video users watch 100 million hours of video content on the platform daily.

Get a fair share of these views by using hashtags to increase the visibility of your video ads.

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On the same point, 15% of Facebook users watch the videos with the sound off, and more people are jumping on this bandwagon. Add captions to the videos to convey the intended message to these video viewers.

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The opening text should be super appealing to the users to encourage them to watch the whole video.

  • Consider Video Length

The human attention span is getting shorter every day. As a digital marketer, you should devise ways of delivering the intended message within the shortest time possible when you have the target customers’ attention.

However, this doesn’t mean that the videos should be seconds long. It would be best to focus on making the videos compact and concise.

From experience, 15-60 second long videos record the highest engagement levels and perform better on Facebook than lengthy videos. You are better off creating a series of short videos than one long Facebook video ad.

MediaOne Marketing is the leading provider of social media marketing services in Singapore and abroad.

Contact our team for more information on how to do moment marketing via Facebook today.


All these illustrated goes back to knowing your customer and anticipating their needs and being in the moment with your customers.

On top of knowing what type of solutions they are searching for, you need to understand why they are seeking the answers.

Use your content to address that you know the source of their pain points, and show your target customers how your product and solution is just what they need during that specific search.

Contact us today for custom digital marketing services in Singapore. We will also give you additional tips on how to carry out moment marketing like a professional.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


Search Engine Optimisation (SEO)

Search Engine Marketing (SEM)

Social Media




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