Understanding the concept of moment marketing through developing an intense database of companies to comprehend the purview of contextual advertising wherein offline events trigger online advertising and engagement

Abstract

The growing trend of movement marketing, in which brands use timely online advertising in response to offline events in real time to increase relevance and engagement and engagement, is examined in this capstone project. The purpose of the study is to determine what elements improve branch recall and emotional connection, as well as how consumers view and respond to such ads. A database of companies practicing moment marketing was developed, and 30 in-depth interviews were conducted to gather qualitative insights. The research focused on understanding consumer responses, preferences, and the overall impact of moment-driven campaigns. The project emphasizes behavioural observations and real-world examples. Results indicate that moment marketing can greatly increase digital visibility and emotional resonance when done creatively and with cultural sensitivity. In today's fast- paced digital environment, this research provides useful insights for brands looking to develop relevant, relatable. and effective marketing tactics.