REAL TIME MARKETING

“A shift in the art of

communicating with your

audience”

PB 1

TABLE OF CONTENT 2

UNDERSTANDING REAL TIME MARKETING 3

SHIFTING THE MODEL OF COMMUNICATION 4

THREE IMPORTANT FEATURES OF RTM 4

DETERMINE THE BETTER TIME TO USE RTM 5

CONTENT MATTERS 6

REFERENCES 7

TABLE OF CONTENT

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In 2012, Oreo began the concept of Real-time

Marketing with its Oreo Daily Twist campaign.

However, it was not until February 2013 on the

Super Bowl that the meaning of real-time content

took place.

In the night of the most seen sport event around the

United States, the lights went out. Companies such

as Oreo tweeted comments like “Power out? No

Problem” “ You can still dunk in the dark.”

This image was retweeted 10,000 times within just

one hour. Since this, companies such as Virgin Mobile

and Absolut Vodka have adopted this new concept.

Real-Time Marketing (RTM) means connecting with

consumers through high quality content. RTM in-

volves content that is relevant to your consumers in

current events and trends. Companies use RTM to

involve consumers in on going conversations that are

relevant to them in a timely manner. In order for this

tool to success it is important to plan, communicate,

organize the necessary infrastructure that is needed

to meet the demands of the digital space.

High quality content provides high con-

tent so you can connect and humanize your

brand.

Always develop an assessment about the results of

the RTM. Tracking your results is important because

it will help to determine if RTM is appropriate for

your brand or not. In summary, RTM is a tool that

can be effectively used in your company if the RTM

campaigns produce creative, timely content that is

related to your consumers, brand, and brand’s goals.

UNDERSTANDING REAL TIME MARKETING

SHIFTING THE MODEL OF COMMUNICATION

THREE IMPORTANT FEATURES OF RTM

• Time matters: act in the moment an event, news, trend is

developing

• Consumer relationship commitment: pay attention, listen, and

meet your audience where they are.

• Not every event belongs to your brand: choose the events that

get along with your brand, and the brand’s goals

4

In April 2013 a survey presented

by Direct Marketing Association

showed that 43% of the marketers

work based on dynamic personal-

ized content across channels.

Posting online content about a trend

or event that is not related to the

brand neither its audience can jeop-

ardize the brand’s reputation. To be

effective in the development of this

model, companies have to provide

information that is relevant to the

consumer in short periods of time.

Nevertheless, short-term content

should be aligned with long term

brand narrative which implies the

brand’s goals.

Dynamic personalized content across channels in-

volves the determination of practical ways to engage

with audiences in real-time. It also refers to the shift in

the model of communication in a way which embraces

audiences in a human way through networks. Com-

panies, which work under this model, must be aware

about the relevancy of the content they

publish.

DETERMINE THE BETTER TIME TO USE RTM

• Analyze your brand’s goals: it is im-

portant that each message that is de-

livered in a platform has direct relation

to your brand’s goals. Moreover, find

keywords or phrases that describe your

brand as it were a person, following of

course the path towards the accom-

plishment the brand’s goals

• Get informed about your audience:

get to know your audience, find out

which platform your audience uses,

and listen to it. RTM does not mean

just push content to your fans, it also

means listen and act as if the brand

were a person communicating with his

friends, family and groups of interest.

• Develop your content: identify a few

key topics and trends that drive you

share it with your audience.

• Be present: when developing high

quality content, relationships with your

audience increase as well. As a result,

your audience will expect your brand

be present in events and news they are

interested in.

• Track Results: Before celebrating the

success of a RTM campaign make sure

your brand has check the analytics of

the platform that is being use

To success in RTM a brand has to listen to their

audience and have a solid content in timely

manner. RTM also should collectively address

the audience to the story line of the company

as well as towards the brand’s long-term goals

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CONTENT MATTERS

Content marketing is important because it can

build trusted relationships with your fans. When a

brand has strong content, fans use it as a source of

information. People want participation and authen-

ticity which increase their expectations for respon-

siveness, participation, and relevancy than before.

Brands must create engaging visual content that

connects with fans about things they are thinking

and talking. Thus, your brand should consider con-

tent that is more authentic and creative than timely.

Thus,

To survive in the current era, where high speed con-

nectivity is in, brands have to constantly look for new

strategies and tactics that help them enhance their

reputation and audience engagement. For this rea-

son, smart and modern brands have adapted their

marketing model in order to integrate one more way

of engaging audience, called Real-Time Marketing,

to their marketing mix strategies and tactics.

RTM content involves several characteristic such as: Prominence: your brand should be where your consumers spend most of the time. Relevancy: Develop a strong content that is related to your audience and brand. Recognition: visual content should have high quality.

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Links• Baer. J. (2012). 42 Percent of consumers complaining in social media expect

60 minutes response time. Retrieved from: http://www.convinceandconvert.com/the-social-habit/42-percent-

of- consumers-complaining-insocial-media-expect-60-minute-response-time/

• Bass. J. (2014, January 8). Real-Time Marketing Examples and Case Studies from 6 brands. Retrieved from:

http://dachisgroup.com/6-real-time-marketing-examples-2/

• Boyle, C. (2013, July 26). E-mail leads real-time marketing channels. Retrieved from: http://www.emarketer.

com/Article/Email-Leads-Real-Time-Marketing-Channels/1010081

• Champagne. C. (2012, May 10). Infographic confirms it: advertising people are not normal. Retrieved

from:http://www.fastcompany.com/3016148/fast-feed/social-media-editors-the-beatrix-app-is-coming-for-your-

jobs.

• Lutz. M. (2013, April 22). Real-Time is Driving the long-term Brands narrative. Retrieved from: http://www.

edelmandigital.com/2013/04/22/real-timemarketing-is-driving-the-long-term-brand-narrative.

• Oreo Daily Twist. Retrieved from: http://www.oreo.com/dailytwist/.

• Pew Research Center. (2014). Three Technologies Revolutions. Retrieved from: http://www.pewinternet.org/

three-technology-revolutions/.

• Rezab J. (2013). Facebook Real-Time Marketing: 50% Post Reach Happens in 30 Min.

• Retrieved from: http://www.socialbakers.com/blog/1662-facebook-real-time-marketing-50-post-reach-hap-

pens- in-30min.

Books• Brown, D., & Fiorella, S. Influence marketing: How to create, manage, and measure brand influencers in

social media marketing. Indianapolis, IN: Que.

• Garner, R. (2013). Search and social: The definitive guide to real-time content marketing. Hoboken, N.J: John

Wiley & Sons.

• Scott, D. M. (2010). The new rules of marketing and PR: How to use social media, blogs, news releases, on-

line video, & viral marketing to reach buyers directly (2nd ed.). Hoboken, N.J.: John Wiley & Sons.

REFERENCES

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