Digital Marketing & Technology Glossary Of Terms

Real-Time Marketing

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Real-time marketing is marketing that is based on up to date events, and data. Instead of creating marketing plans in advance and executing these according to a fixed schedule, marketers who want to undertake real-time marketing activity will create a strategy focused on current, relevant trends and immediate feedback from customers. It’s a reactive approach, with short-term planning and quick results.

Real-time marketing is marketing that is based on up to date events, and data. Instead of creating marketing plans in advance and executing these according to a fixed schedule, marketers who want to undertake real-time marketing activity will create a strategy focused on current, relevant trends and immediate feedback from customers. It’s a reactive approach, with short-term planning and quick results.

Where Did Real-Time Marketing Come From?

Living in the age of social media means sites like Facebook and Twitter are amongst some of the most popular and frequently visited sites on the web. The rapid pace of these platforms means reactivity has become integral to brands’ marketing success. The latest trending topics can have expiry dates of as little as a couple of hours and it’s started to become that case that breaking news unfolds in real-time on these channels. All of this captures the very essence of what real-time marketing is and brands must adapt in order to stay relevant in trends and events that can change like the weather.

Why Is Real-Time Marketing Important?

Real-time marketing is vital for any brand or business that wants to keep up with current trends. More often than not, the most successful brands on social media are the most reactive and posses a strong real-time marketing strategy that prevents them from being left behind.

In this day and age, it’s important for a brand and its marketing to be genuine and authentic, this is what helps set aside a popular brand from another. Consumers, as we know, crave authenticity and originality in a world where advertising can be repetitive and boring. It is important that brands recognise that this is what their audience is now demanding; if they don’t, they’re likely to find themselves left behind.

Classic Examples of Real-Time Marketing

Oreo

As mentioned in our piece about reactive marketing, one of the standout examples of real-time marketing was back in 2013 by Oreo during the NFL Superbowl XLVII watched by millions around the world. The Superbowl is renowned for its halftime spectacle that is arguably bigger than the game of football itself therefore you could only imagine the explosion on social media when a power cut occurred just before the big moment, where anticipation was at its highest.

Oreos Twitter quickly sprung into action and fired out the above tweet. It’s so simple and low cost but it proved so effective. Oreo captured the very essence of real-time marketing by marketing their product in sync with real-time events.

“Genius” and “You win” were amongst the replies, clear evidence that consumers respond very positively to effective real-time marketing as opposed to other laborious marketing methods that people are so accustomed to seeing.

Specsavers

Another fine example of perfect, precise real-time marketing came from another major event that was the focus of millions around the world: the Oscars. The critically acclaimed La La Land was accidentally named as Best Picture by Warren Beatty, who as it turned out, was handed the wrong envelope. The rest is history. The mix up was eventually rectified and Moonlight rightfully won Best Picture but the real winner was Specsavers with their genius real-time, reactive marketing, which can be seen below.

While the press was still hot, Specsavers sent out this brilliant, albeit hastily assembled, photoshop which was lauded as one the ‘best marketing moments of 2017’. Receiving tens of thousands engagements on social media, this stunt’s success only helps to confirm that the best marketing strategies and techniques are not always determined by the size of the budget.

How To Execute Effective Real-Time Marketing

 

●      Social Media

Social media is the place millions of people can connect, interact and share information instantly, 24 hours a day, thus rendering it the prime territory to execute real-time marketing. Although it is important to note real-time marketing is not solely confined to social media alone, many platforms and mediums can capitalise on real-time marketing.

●      Be switched on

It is vital to be switched on and aware of current affairs. Opportunities to execute effective real-time marketing can sometimes arise from current events that have a big audience tuned in.

●      Understand your audience

To understand your audience you need to understand their likes, dislikes and general interests. By equipping yourself with this knowledge it will help you paint a clearer picture of what is to be expected by your audience.

●      Prepare and Anticipate

Preparation is a key element to any form of success, particularly when executing effective real-time marketing. It’s vital to prepare and anticipate for certain scenarios with several eventualities.

Conclusion

On the surface, real-time marketing may just seem like one individual’s wit and humour in the spur of the moment, but any brand serious about marketing will have a solid real-time marketing strategy in place. Thought, planning and preparation will lay the foundations to these plans and when done right, real-time campaigns can deliver great results.

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