Real Time Marketing is marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers.
Today’s consumers are all about instant gratification, so by tailoring a relevant marketing message to consumers in a time of need, they are more likely to buy a product or service because they will recognize the immediate utility that they can receive from it. #BOOM
5 Real Time Marketing Tips
Be Quick To Respond
We all LOVE to skip the wait. If we want to know something right this second we now have the ability to google it or ask the business directly. Take advantage – Track discussions about either your brand and current events that you can relate to. Listening to your customers gives you a competitive edge.
Check out this example 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 an hour.
In the case of the second tweet Jaguar’s social media team needed less than 10 minutes.
It’s a PERFECT example of how to use engagement as a sales tool. Its why you might see me “playing” on my phone 24/7. Jaguar saw an opportunity and went for it. They gained a brand ambassador, improved its brand image in social media, and increased their social media reach just by engaging with their customer. The satisfied customer didn’t forget to share their new purchase on Twitter either.
Be Outstanding & Original
There is so much crap on social media right now because businesses think that the best way to utilize social media is to post 10x a day, posting everything and anything. A funny joke repeated too many times, an irrelevant BUY NOW and posts that tell you nothing useful stop being funny and/or interesting and people aren’t willing to share it anymore. Many times, your audience is just scrolling right on by. And if I were a betting gal, I would bet that you are guilty of moving right along with businesses and brands you follow too.
Example: In 2014, Chevy’s emotional “Purple Your Profile” campaign paid homage to cancer survivors, kicking off with a moving 60-second spot during the 2014 Super Bowl entitled “Life.” The brand gave people the opportunity to “purple” their Facebook profile, and pledged to donate $1 to the American Cancer Society for each person that participated.
The program was massively popular, with leading consumer brands like Energizer and Lowe’s joining the movement and the story being covered across major networks like Fox and ABC. Most importantly, it raised $1 million for cancer charities and gave survivors the chance to come together to deliver a message of hope.
Plan Your Real Time Activities
Just because you have made the decision to be responsive in real time doesn’t mean that you cannot plan your activities. Obviously, the majority of events you will be unable to predict, but for those movie releases, event downtown or grand opening every one has been talking about plan your real-time activities in advance.
This holds true regardless of whether you use social media or not. You would never see NIKE share a post about gluttony. A message that is related to a topic which doesn’t fit brand image might be misunderstood and fail. This becomes especially relevant when you decide to create a brand (one of these days I’ll write an article about branding, but when I use the word I mean the values, beliefs and principals behind your business – sticking to your guns).
Real Time Marketing 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.
I hope that I made you think about your strategy and even made you laugh a little. How are you using real time marketing? Have any great examples of how others have utilized it? Tell me about it in the comments below.
PS – Thank you for the information and examples @Luiz Centenaro