Real-time marketing is all about connecting with consumers in a timely, relevant manner. In order to succeed at real-time marketing, brands must stay up-to-date on trending events and topics in their consumer’s life.
What is Real-Time Marketing?
Many think real-time marketing is purely focused on reacting quickly to a major event, such as the Winter Olympics, but real-time marketing can also be customer-driven. Brands can anticipate and react to their customer’s wants and needs in real-time, sending a message that’s hard to overlook. Here are a few examples of brands that have done real-time marketing right:
Oreo is the classic, go-to example of real-time marketing. During the 2013 Super Bowl, there was a major power outage that sent the entire stadium into a blackout. Oreo sent out the message: “Power out? No problem.” along with the following picture and the copy “You can still dunk in the dark.” Obviously, Oreo had no idea the stadium would lose power, and the message and picture were totally unplanned and spur of the moment. The marketing ploy was monumentally successful, increasing their Instagram and Facebook followers by more than 1,000 and receiving more than 1,500 retweets. This goes to show that your social media can never take a break, and must be ongoing and ready to capitalize on an event at any moment.
Absolut Vodka is known for supporting the arts and often uses its Twitter to collaborate with the art community. When the famed 5 Pointz graffiti park in New York City shut down last year, it made sense for Absolut to send out a message as a tribute to the closing of a major street art community. The tweet gained them more interactions and engagements from followers than their usual tweets and shows that aligning your brand with the right trend will resonate with consumers. A brand’s audience is much more likely to be engaged in the content that is relevant and timely to what is going on in their life.
Real-time marketing doesn’t just have to be about an event, but can also be focused on providing your consumers with the information they want, exactly when they want it. Amazon has perfected this idea by offering shoppers suggestions for their next purchase based on real-time, user-specific data. Other sites such as eBay or Netflix have also capitalized on this idea, offering suggestions on items or television shows tailored specifically to that user. This not only improves the customer experience but makes their marketing seem like it’s not even marketing at all!
A cab driver in Chicago has proven that you don’t have to be a big-time brand to employ real-time marketing. @ChicagoCabbie is the Twitter handle for Rashid Temuri’s cab, which allows cab-seekers to tweet at him for a ride. You can also follow his cab on Google Latitude and Find My Friends so you can track it no matter where you are in the city. He attributes 90-95% of his repeat customers to his social media channels. Providing customers with the information they need or want in a timely manner can help improve the customer experience no matter the industry.
Real-time marketing is a relatively new idea, and marketers are finding new ways to make it work for their brand all the time. Keep your eyes open for this in the future, and think of ways to incorporate it into your strategy. Basically, real-time marketing is just a smarter, newer way to market to a technology-driven, instant gratification-loving audience. This type of marketing will soon become the norm, and you don’t want your brand to be the one left behind.
Need some insight? Contact the DofM team.