From Crafting Moments to Marketing: The Conceptualization and Conceptual Framework of Moment Marketing

In the digital age of constant information flow, brands face the challenge of capturing fleeting consumer attention. Traditional marketing approaches built on long-term strategies often struggle in this environment, creating a pressing need for sharper, timely responses. Moment marketing has emerged as one such response, where brands align communication with real-time events, cultural shifts, or social conversations. Yet despite its increasing use, the concept lacks definitional clarity and a structured framework, leaving both scholars and practitioners with fragmented understanding. This chapter addresses that gap by presenting a clear conceptualization and a layered framework of moment marketing. The discussion begins with the evolution of the practice, tracing its journey from topical advertising and event sponsorships to today’s fast-paced, digital-first expressions. It explains how moment, whether expected, semi-expected, or unexpected to create opportunities for brands to connect through cultural and emotional resonance. The framework then introduces five interdependent layers: the Moment, Resources, Response, Engagement, and Impact. These layers explain how opportunities are identified, how internal and external factors shape responses, and how short-term attention can translate into long-term brand value. The chapter contributes in providing clarity to an otherwise vague concept, distinguishing moment marketing from related strategies like real-time and event-based marketing. For academics, it offers a foundation to advance research into cultural influence and digital consumer behavior. For practitioners, it presents a structured lens to approach timeliness with precision, avoiding reactive missteps while maximizing relevance. By framing spontaneity with method, the chapter redefines how marketing can be both immediate and meaningful.