Through the years, digital marketing and advertising has started out a new idea that companies are just starting to understand to the point high are a plentiful number of methods that you can use to form your system.
While this offers marketers with the ability to deep jump into their organizations and find the right approaches that will bring the best results, additionally, it may leave marketers confused about which usually way to turn.
While some strategies aren’t right for your annual or quarterly programs, real-time marketing is an example of a strategy that all brands should know about, as it’s hard to apply into a long-term marketing strategy but can bring about great results.
- But just what can be real-time marketing?
- How can you implement it if you can’t plan ahead of time?
- And what are some examples of major brands which have found success with real-time marketing?
This article will solution those questions and more.
What is Real-Time Marketing?
Real-time marketing, as you could possibly guess from the name, is really a marketing approach that comes from reacting to current events, tendencies, or feedback in actual or near-real time, almost always on social media.
Real-time marketing is highly dependent on interpersonal listening, as it’ s i9000 through following social developments, hashtags, and conversations that brands can find the right real-time events to join in and engage with.
This means that it’s not a strategy that can be built into your content calendar , as it happens in the moment.
Because real-time marketing can’t be planned in advance, numerous brands balk at the concept of spending too much time on it unless they have a full-time social media marketing team.
However , the success of real-time marketing means that every single marketer should be aware of it in case an opportunity falls on their lap.
Why Does Real-Time Marketing Function?
So why does real-time marketing and advertising work? Why does it possess the potential to bring in more conversions than a carefully planned, researched, and executed interpersonal campaign?
There are a few different reasons to look into it.
➤ The first reason has to do with a consumer’s instinct to impulse buy.
Around 40% of customer spending is based on behavioral instinct, according to a white paper on e-commerce from User Interface Engineering .
When a brand can jump on a social tendency or comment on a current event as it’s happening, you are able to reach a consumer right whenever they are the most likely to be receptive to a brand and make a good impulse purchase.
Making a good impression with current marketing can impact more than just behavioral instinct buys.
➤ Another benefit of real-time marketing is the great things it can do for your brand attention .
Some of the best real-time marketing examples play up the wit of situations and can help to improve your brand’s reputation amongst younger audiences.
➤ You can also raise your own social media presence with well-done real-time marketing.
If your social platforms are recognized for humor or witty reactions to current events, you are able to gain a stronger following for your planned social advertisments.
4 Tips to Succeed with a Real-Time Marketing Strategy
Getting to grips with real-time marketing can be a bit difficult for some brands that haven’t spent a lot of time creating their social listening, so here are a few tips to help you understand what to do and what to avoid:
Tip one: Understand What People Are Talking About
It is impossible to get ahead with real-time marketing unless you have a grasp of what people are discussing on social stations.
You’ll need to keep an eye on events as they happen to understand the latest trends, memes, plus news stories.
Try using Google Alerts pertaining to topics in your industry or even check Google Trends to see what queries are trending.
You can even use the trending sections upon different social platforms such as Twitter to see what people are usually talking about.
You’ll furthermore want to make sure you understand precisely what the event or trend is about.
You don’t make a comment or participate in on a trend with an unclear origin, and it’s vital that you know when it’s suitable to join the conversation and when it isn’t.
Tip two: Be Quick
Real-time marketing will not work if you’re late towards the party.
Think of types of times where a commercial or television show has referenced an event or trend that’s currently long gone by the time it will be presented on.
Rather than being current and capturing the benefit of audiences, the jokes feel stale and overdone or, at worst, embarrassing.
In order to quickly sign up for a social conversation, you must have a responsive team that can be ready to roll at a moment’ s discover.
If your company doesn’t have the staff for a full-time social media team, try freelancers or agencies who are prepared for rush orders.
Tip 3: Don’t Post and Log Off
A great bit of content referencing a current event or trend on your interpersonal channels is fantastic, but it’s only half the particular battle.
A large part of real-time marketing is having real-time conversations with your audiences.
Respond to comments, reshare other’s posts about the occasion , or add your own personal thoughts to another post.
Keep in mind, however , that it is achievable to go overboard in your social response.
Don’t flood your channels with articles about events, but retain it tasteful and appropriate. React accordingly and know whenever to end your engagement close to events.
Tip 4: Strategy What You Can
While some of the best real-time marketing examples originate from the spur of the minute, there are some ways to prepare:
Ready your Team
If you have a interpersonal team or even a single social networking person, have them be aware of your own guidelines for posting and expedite the approval process for real-time events.
You can also have your design team on-call for images and graphics as needed.
Check the Calendar
While some tendencies and events come apparently out of nowhere, you can look out for events that interest your audiences or you know will bring about social conversations.
Create Brand Guides and Processes
Having a set of suggestions for your social team will help them know what tone and voice to approach real-time events with, as well as any guidelines around events you do not want your brand interacting with.
Real-Time Marketing Illustrations
As discussed above, current marketing can’t be completely planned in advance but requires your brand to be aware of current trends and have the assets and willingness to create content or responses for these current events as they happen.
It’s not an easy task , but if your team is up for that challenge, you can find monumental success.
Let’s take a look at two great examples of brands that used real-time marketing to sell products, raise brand awareness, and showcase sides of the brand that aren’t often prominent.
Oreo and Superbowl XLVII
You can’t talk about current marketing without mentioning the example that started it all.
During 2013’s Superbowl XLVII, there was an unexpected blackout that resulted in a full 34 mins of halted game period.
However , 34 a few minutes was all it required for Oreo to change the overall game of marketing.
Oreo took advantage of the large audience at the event and the ongoing social discussions to post a twitter update with the caption “Power out? No problem. ”
The included image was a simple design of an Oreo cookie on a dark display with the text “You could dunk in the dark”.
The post was retweeted 10, 000 times within the first hour and is responsible for starting the trend of current marketing.
Apple surprised audiences throughout their 2020 product announcement event by revealing they would no longer be including chargers in their iPhone packages.
This, understandably, received some immediate criticism and accusations of trying to take more money from clients by forcing them to purchase chargers separately.
Samsung got advantage of this upset and posted on Facebook a reminder for all their customers that Galaxy phones do come with chargers, which not only helped add some humor to the situation but helped them differentiate from their biggest rival.
But , wait, there are more to this example!
Recently, the brand has removed the post for one simple and very awkward reason: Samsung will also get rid of chargers through future phones.
This particular reveals one of the dangers of real-time marketing. You need to be quick responding to things, but you should also be smart.
It’s essential to have a trained team that will knows what’s going on within the company and its future programs.
Wrap Up: Real-Time Marketing is an excellent Strategy for Brands
Especially the ones that want to have real, relevant discussions with their audiences and benefit from community moments to help market brand awareness and push for impulse buying.
Real-time marketing also requires real-time work , and a social team must be aware of trends, quickly create content or responses, plus work to monitor and build relationships audiences in order to get the best results.
Creating a content strategy is an important part of your digital marketing program.
If you’re a marketer who wants to improve your content strategy skills, check out our fast assessment and discover how to make your Content Strategy Rock !
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