FROM THE BLOG

4 Steps to Explosive Real-Time Marketing

Real-time marketing success starts with a brand’s day-to-day activity. Implement small, real-time marketing initiatives on a regular basis; patiently teach your audience they can expect timely, relevant communications from your brand.

Shortly after the Superdome lights went dark during Super Bowl XLX in February, Oreo tweeted a qipppy photo, which immediately launched a “real-time marketing” fervor.

Since then, people have mentioned Oreo and real-time marketing nearly 2 million times on Twitter, and countless articles and panel sessions have examined how marketers can replicate the “Oreo moment.”

But the truth is, real-time marketing success starts with a brand’s day-to-day activity, not a single well-timed moment. Don’t swing for the fences your very first time out. Implement small, real-time marketing initiatives on a regular basis; patiently teach your audience they can expect timely, relevant communications from your brand. Then, when a really big opportunity arises, your team is poised and ready to make the most of it.

“You need to cultivate the principle of little bets, a concept coined by Peter Sims,” explains author Jon Burkart to Fast Company. “In other words, the willingness to foster lots of small, experimental creativity to put things out there and see what sticks.”

You must also understand the tone and nuances of the conversations taking place in the spaces where you are socially active. Your interactions need to be creative, highly contextual and timely, on topic and pitch-perfect. And people need to know you, or they might not listen.

Finally, don’t get caught in the trap of thinking real-time marketing is just about newsjacking. In fact, it’s more about “trend” jacking: inserting your brand in relevant, timely conversations on an ongoing basis.

So how do you get there?

Read more from the source: Mashable

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