4 Tips for Engaging in Real-Time Marketing

As people worldwide flock to social and digital media, marketers have had to augment advertising strategies with new techniques designed to reach them. Companies built social profiles and established an online media presence to connect with the 2.7 billion internet users around the world.

One specific way advertisers have targeted this group is through real-time marketing. Still fairly new, it describes the act of monitoring and responding to consumer actions and opinions online. By now, most companies are engaging in real-time marketing as reported by IBM.

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With its ability to strengthen consumer-brand relations and promote brand awareness, real-time marketing is an essential advertising tool for companies. As an added benefit, it can also generate social conversations and interactions with customers. A very successful example of this was Oreo’s 2013 Superbowl tweet (see below) captioned, “Power Out? No Problem.”

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Over 16,000 people retweeted the image and Oreo gained 8,000 new Twitter followers in a matter of days. The company’s internal team and agency responded quickly to the Superbowl power outage and it paid off.

People today are constantly connected to current affairs and events—so connect with your consumers in the same way. Take a shot at marrying brand advertising and major happenings to demonstrate your brand’s relevance to customers’ lives. The tips below will help your brand maximize real-time online interactions with consumers.

Commit Fully

Research is a must! Listen to your consumers and stay up-to-date on all current affairs and occurrences. One out of date message can give the impression that your brand is out of touch, outdated, and consequently irrelevant. This can cause significant damage especially if your company has never given off that impression before. Effective real-time marketing strategies require that you be connected constantly and globally aware.

Be Prepared

Agree on a point-of-view your brand wants to share with the world. Have a game plan for handling criticism and negative responses to your content. Plan for every possible reaction to your real-time advertisement. Be prepared to engage consumers in open conversations and be prepared to listen. Connect with customers on a deeper, more personal level by taking their opinions and suggestions to heart.

Use Paid Media

You can’t just upload a video to YouTube and expect it to go “viral” without marketing support. The same goes for real-time advertising—it will be less successful if you fail to align your rapid-fire content-creation with rapid-fire advertising. To create buzz about your real-time marketing campaign, you have to be willing to market it.

Plan for the End

The brand-consumer conversation needs a beginning, middle and end. If you are going to interact with customers, prompt the start of a discussion with real-time marketing and end with a definitive conclusion. Don’t fade away or leave people hanging. Make sure consumers are satisfied with the conversation and your overall involvement.

It’s clear that there are many benefits to real-time marketing such as engaging customers, generating conversations, and improving upon consumer-brand relationships. Many different factors will influence how well a real-time campaign performs—but if advertisers allot appropriate resources toward developing and marketing it, a real-time campaign can ultimately leave a lasting impression on viewers and foster wide-spread brand awareness.

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