A marketing strategy set in the now
A marketing strategy that is developed according to current customer trends and facts in the present moment makes up real-time marketing (RTM). Real-time marketing goes beyond single channels marketing. The whole concept behind it is personalization of content across channels to connect customers with products and services of preference, in the now.
Real-time marketing often relies on feedback from customers for generating specific marketing content. RTM strategies are built in relation to current happenings and events in the world, such as sports games, cultural activities, contests etc. Based on how people respond in relation to these events, companies then act instantly to develop, place or refine a product or service. It’s real-time marketing, but really, most of the times, planning ahead is crucial when you have upcoming events that people are eager to watch.
The case with second screen in real-time marketing
Second screen enables real-time marketing. It drives real-time marketing strategies. Because it all happens in the online. As current events unfold at whichever location in the world, second screen connects a global audience with the event in cause, and makes it easier to develop marketing approaches at once. Real-time marketing can add to an on-screen experience if there is relevancy that connects viewers to the event.
Social media interaction
Posts and tweets. During last year’s World Cup, many brands found unexpected success posting on social networks. A post on Twitter with Luiz Suarez biting of a Big Mac received 78.000 tweets. A Snickers post add on Twitter was retweeted over 46,000 times. Social channels provide thus great opportunities for brands to interact with customers and people to interact not only with brands, but also with other fans, favorite athletes, actors etc.
Tools such as a hashtag can provide insight into what is happening during the broadcast of an event, and if the opportunity is seized, social media channels can help distribute an impact message to larger audiences.
Video ad insertion. Inserting social ad buys within tweets related to current events is a real-time marketing strategy that captures further attention. If the video is intriguing, if it serves people, if it’s fun, it can generate revenue and spark interest over a brand, product, service etc.
Real-time ads during big events
When people interact with TV content or online information, advertisement that is thought provoking and motivational can help bring people closer to brands. During the 2014 World Cup, Nike featured 3D real-time ads inspired by the animated film “The Last Game” immediately after a goal was scored. The “Phenomenal Shot” was recreated by more than 2 million fans who were able to share their favorite moments with favorite athletes with people, online.
Real-time marketing communication and interaction strategies can be implemented also through email, SMS, pay per click, web channel. Important however, for any one of these, is that brands provide the ultimate experience.
