What is Real-time Marketing and how to implement it in your strategies

  • October 13, 2021
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Over the years, the Marketing Digital It has evolved from a new idea that companies are beginning to understand, to the point that there are already a large number of strategies that you can use to develop your program.

While this gives Marketers the ability to dig deep into their organizations and find the right approaches that deliver the best results, it can also confuse them on which path to take.

Some strategies are not suitable for annual or quarterly plans, the Real-time marketing is an example of a strategy that all brands should knowas it is difficult to implement in a long-term strategy, but it can generate great results.

In this post we will see:

What is Real Time Marketing?

As you can guess from the name, it is a Marketing approach that comes from reacting to current events, trends or comments in real or near real time, almost always on social media.

Real-time Marketing relies heavily on social listening, as by tracking social trends, hashtags, and conversations, brands can find the right real-time events to engage and engage with.

This means that it is not a strategy that can be integrated into your content calendar, because Real-time Marketing cannot be anticipated.

Many brands resist the idea of ​​spending time on it, unless they have a social media team that works full time.

So we can say that the success of Real-time Marketing means being aware of this feature and being prepared in the event that an opportunity arises.

Why does Real-time Marketing work?

What’s your potential to drive more conversions than a carefully planned, researched, and executed social campaign?

There are a few different reasons to look into it.

➤ The first reason has to do with the consumer’s instinct to buy impulsively.

About 40% of what customers spend is based on momentum, according to an ecommerce whitepaper from User Interface Engineering.

When a brand can navigate a social trend or comment on a current event while it is happening, it can reach a consumer just when they are most likely to be receptive and make an impulse purchase.

Making a good impression with Real-Time Marketing is one way to capitalize on that behavior.

➤ Another benefit of Real-time Marketing are the great things it can do for your branding.

Some of the best examples of Real-Time Marketing highlight the mood of situations and can help improve recognition of your brand among younger audiences.

➤ You can also increase your presence on social media with real-time Marketing well done.

If your social platforms are known for humor or witty responses to current events, you can gain a larger following for your planned social campaigns.

4 tips to be successful with a real-time Marketing strategy

Getting started with Real-Time Marketing can be a bit difficult for some brands that haven’t spent a lot of time developing their social listening, so here are some tips to help you understand what to do and what to avoid.

Continue reading!

Tip 1: Understand what people are talking about

It is impossible to move forward with Real-Time Marketing unless you have an idea of ​​what people are discussing on social channels. You will need to stay on top of events as they happen to understand the latest trends, memes, and news.

Try to use Google alerts for topics of your industry or query Google Trends to see which searches are trending.

You can also use trending sections on different social platforms like Twitter to see what people are talking about and make sure you understand exactly what the event or trend is about.

We do not recommend that you interact or join a trend with an unclear origin, it is important to know when it is appropriate to join the conversation and when it is not.

Tip 2: Be agile

Real-time Marketing won’t work if you’re late for the party. Think of examples of times when a commercial or television show referenced an event or trend that was long overdue.

Rather than being current and capturing audience appeal, the jokes feel stale and overdone or, at worst, ridiculous.

To ride the wave of a social trend, you need to have a responsive gear that can be ready to go at any moment.

If your business doesn’t have the staff needed for a full-time social media team, try freelancers or agencies that are prepared for rush orders.

Tip 3: don’t post or log out

A lot of content that references a current event or trend on your social channels is great, but it’s only half the battle. A big part of Real-Time Marketing is having real-time conversations with your audience.

Respond to comments, share others’ posts about the event, or add your own thoughts to another post, keeping in mind that you shouldn’t go overboard in your social response.

Don’t flood your channels with content about events, keep it elegant and appropriate. Respond accordingly and develop a fine perception about when to end your participation in events.

Tip 4: plan what you can

While some of the best examples of Real-Time Marketing come from momentum, there are a few ways to help you prepare:

Prepare your team

If you have a team, or even a single person, on social media, ask them to learn your posting guidelines and streamline the approval process for events in real time.

You can also make your design team available for images and graphics as needed.

Check the calendar

While some trends and events appear seemingly out of nowhere, you can stay on top of events that interest your audience or that you know will spark social conversations.

Create brand guidelines and processes

Having a set of guidelines for your social team can help them know with what tone and voice to approach events in real time, as well as guidelines on events that you don’t want your brand to interact with.

Real-time Marketing Examples

As we said before, Real-Time Marketing requires you to be aware of current trends and have the resources and the will to create content or responses to these events in real time as they happen.

It’s not an easy task, but if your team is up to the challenge, you can be monumentally successful.

Let’s look at two excellent examples of brands that used Real-Time Marketing to sell products, increase brand awareness and show aspects of your brand that are not always perceived.

Oreo y Superbowl XLVII

You can’t talk about Real-Time Marketing without mentioning the example that started it all.

During Superbowl XLVII in 2013, there was an unexpected blackout resulting in 34 minutes of stopped play. It was the time that Oreo used to change the Marketing game.

Oreo took advantage of the large audience at the event and ongoing social discussions to post a tweet with the legend: Blackout? No problem.

The included image was a simple design of an Oreo cookie on a dark screen with the text: You can still dive into the dark.

The post was retweeted 10,000 times in the first hour and is responsible for starting the Real-Time Marketing trend.

real time marketing

Samsung chargers

Apple surprised the public during its 2020 product announcement event by revealing that they would no longer include chargers in their iPhone packages.

This understandably received immediate criticism and accusations of trying to take more money from customers by forcing them to buy chargers separately.

Samsung took advantage of this annoyance and posted a reminder to all of its customers on Facebook that Galaxy phones come with chargers, which not only helped add some humor to the situation, but also helped them differentiate themselves from their biggest competitor.

real time marketing

But wait, there’s more to this example!

  • The brand recently removed the post for a simple and very inconvenient reason: Samsung will also remove chargers from future phones.

This reveals one of the dangers of Real Time Marketing. You have to respond quickly to things, but you also have to be smart. It is essential to have a trained team that knows what is happening in the company and its future plans.

Real-time Marketing is a great strategy for brands

Especially those who want to have relevant conversations with their audiences and take advantage of community moments to help promote brand awareness and drive impulse buying.

Real-time Marketing also requires:

  • work in real time;
  • A team of Social media aware of trends;
  • content and / or quick responses;
  • monitoring and interaction with audiences in order to obtain the best results.

Creating a content strategy is an important part of your Digital Marketing plan. So how about keep learning? Download right now for free our Guide to Create B2B Content and continues to evolve.

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