Many marketers have recently changed their marketing approach and moved away from a strategy of sticking to a predefined fixed marketing plan. Nowadays real-time marketing is catching on together with social media growth.
This approach is based on up-to-date events, relevant trends and immediate reaction to them. It aims at connecting brands with current and potential customers in the ongoing moment through relating to the most popular topics in the Internet.
The biggest and most powerful brands prove that real-time marketing activities might be more effective than any other strategies. Conversions of such actions very often bring much better results than any other marketing campaigns.
On top of that, real-time marketing does not require huge money contribution. All you need is creativity, accuracy and swiftness. Thus small and medium business do not fall behind and are successful in real time as well.
Keep on reading and see how they do it.
1. Be Right on Time
Digital is not the medium where you can wait devising your next canny move in a marketing strategy. Everything on social media happens in the twinkling of an eye and not days or hours count but minutes or even seconds. The faster you can react the bigger advantage you can gain over competitors.
It means that you should track discussion about either your brand and current events that you can relate to. Listening to your customers in real time can give you the competitive edge. Just like in the case of the British car manufacturer, Jaguar, that was mentioned by a Twitter user in relation to new car purchasing decision.
The brand responded to the first tweet within one hour. In the case of the second tweet Jaguar’s social media team needed less than 10 minutes. It is a perfect example of using social listening as a sales tool. The Internet is full of users that seek for specific products or services. You just need to find the way to reach them. Jaguar grabbed the chance and except for the new deal, it gained a brand ambassador, improved its brand image in social media, and increased social media reach. Satisfied customer didn’t forget to share its new purchase on Twitter.
2. Be Outstanding and Original
Originality is closely related to timing, since often you need to be first to stand out in social media. A funny joke repeated too many times stops being funny and people are not willing to share it anymore. The Internet is overloaded with information and data, so it is not that easy to distinguish. A good example of a brand which repeatedly surprised with its creativity and perfect responses to current events is KitKat. You have probably heard of the brand’s reaction to #BendGate.
With a cleverly-composed tweet, the company broke a foregoing record of Oreo’s tweet during Super Bowl blackout. However, it was not the first KitKat’s stunt. In October, 2012 they related to Felix Baumgartner’s world record jump and released a #BreakFromGravity YouTube video with their candy bar sent to space.
3. Plan Your Real-Time Activities
Being responsive in a real time doesn’t mean that you cannot plan your activities. Certainly, the majority of events are not possible to foreseen. Super Bowl blackout was an unexpected incident that nobody had anticipated. However, there are many others that are scheduled beforehand.
Royal baby birth or a movie premiere can be estimated or even exactly predicted. More and more companies employ this strategy and plan their real-time activities in advance. HBO couldn’t foresee who would win the Emmy Award, so social media team prepared content for every possible outcome in advance. Throughout the Emmy event they released immediate and accurate responses that were consistent to the HBO general marketing strategy.
4. Be consistent
As I mentioned before, RTM strategy must be consistent with your general strategy. A message that is related to a topic which doesn’t fit brand image might be misunderstood and fail.
Remember to focus also on the quality of your content, not only the time you deliver it. Always stick to your general ideas and them as a map for conducting all your campaigns and activities. During 2014 World Cup, Adidas proved its power and cutting edge. “All in or nothing” campaign in an aggressive way showed a competition who’s boss.
5. Don’t exaggerate
RTM is about being fast, but don’t forget about being good as well. Watch the parody below and see whether you have already crossed the line of exaggeration.
What are your favorites real-time marketing examples? Leave us a comment!