When it comes to real-time marketing, some key moments in social media come to mind, including the 2013 Super Bowl Oreo blackout tweet, the 2014 Arby’s tweet about Pharrell’s Grammy hat, and Ellen DeGeneres’ Oscar selfie tweet. Real-time marketing also reminds me of back when I managed the Call of Duty social media team and we latched onto the idea. Our witty Community Manager Peter Bowman jumped on some trending opportunities, including a tweet that piggy backed on the optical illusion of that crazy white and gold (or black and blue?) dress. The tweet we posted garnered more than 1,000 retweets and 2,000 Twitter favs within a few hours. Our content strategy was to tie the trending topic with images of timely in-game product offerings paired with short, clever copy that resonated with the Call of Duty audience. Just because it was real-time doesn’t mean it was all spontaneous; like all things content marketing, you want to plan a strategy around it.
Without a doubt, real-time marketing can be used to increase social engagements and reach but it is largely been a strategy for the B2C space (although I’d love to hear your examples of B2B real-time content marketing in the comments). There are a variety of reasons why you should use real-time marketing as part of your digital marketing strategy and I’ve gathered some great advice from a variety of voices below. Read on…
5 Reasons to Use Real-Time Marketing
Where real-time marketing used to mean witty one liners, Business2Community says, “Real-time marketing now means delivering repeated, relevant, real-time offers and messages across digital or offline channels. [It] requires a more in-depth kind of strategy.”
Here’s why Business 2 Community recommends you use real-time marketing:
1. To form customer relationships
2. To promote events
3. To increase social media engagement and reach
4. To identify new customers and audience segments
5. To identify brand advocates and influencers
The definition of “real-time marketing” has changed over the years, as brands experiment with new methods of reaching their audience. Some marketers point to jumping on current trends and events, with the infamous Oscar Selfie being the prime example. Others see real-time marketing as “dynamic personalized content across channels,” with brands providing content tailored to.
These 3 Brands Will Inspire Your Real-Time Marketing Strategy
Through mobile apps, real-time user data and multichannel approaches, Applebee’s, Netflix and eBay have “embraced futuristic real-time marketing and simultaneously enhanced their customer experiences,” according to Michael Becker of Business 2 Community.
- Netflix customizes its dashboard based on movies and shows that seem to be tailored just for you based on an inbound feedback loop.
- eBay automates and optimizes the best offers for their users and they market in real-time, serving up similar offers in their sidebar.
- Applebee’s mobile app uses customer data on continuous loops to provide information including nearest restaurants, business hours, addresses, and menus. Moving towards automation for food ordering and payments, they’ve installed tablets on their tables, offering real-time interaction with patrons.
88 percent of digital marketers consider real-time, contextual marketing imperative to their overall strategy and success, so says a 2014 study by Evergage. Now that’s telling! Up until now, many brands accepted worthy real-time marketing efforts as physical creation of content by company employees, often issuing such marketing via social channels.
Tweet In The Moment
Live-tweeting from events will help build your social following. According to Twitter, their MLB study found that live-tweeting resulted in “follower growth 1.6x the average and 1.9x as many Retweets.” With events like Content Marketing World around the corner, it’s important to leverage official hashtags, for example, #CMWorld. Using hashtags helps ensure that you’re part of the conversation happening around the event (yes, I’ll be at Content Marketing World – see you there).
Additionally, Twitter also recommends sharing media, including photos and videos. “Pictures and videos add color and texture to your Tweets, especially if they are from unique perspectives that most others would never get to see. Our research shows that Tweets with media included get many more Retweets and favorites,” says Twitter.
Twitter is the new social water cooler, but you don’t have to wait until the morning after a big event, show or game to get the conversation started. Live-tweeting along with an event as it unfolds drives engagement on Twitter and builds buzz.
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