Recent years have seen the expansion of Real time marketing and responsive marketing. As brands plan to create shareable, up to the minute content that enhances more traditional advertising campaigns. These approaches demand timely and relevant content, placing your brand in the middle of unfolding conversations on social. The appeal lies within the potential for nice ROI. One person sending a well-crafted tweet. That goes viral can have the maximum amount impact as a costly paid ad. All while showing a more human side to the brand and placing it in the middle of current trends. However, the necessity to publish quickly can mean a scarcity of editorial checks, making it a high-risk approach. Reputational damage is amplified as poorly chosen or offensive content spreads through social media. The history of real-time marketing has seen some spectacular fails that illustrate this.
Successful real-time marketing
Real time marketing is an opportunistic discipline. Where marketers will hop on a current event or trending story to make a relevant piece of content. That ties the brand to the event. it’s a reasonably new tactic for marketers. Who traditionally have a campaign strategically call at the advance of launch. Real-time content is usually lighthearted and humorous. And if created and published during a timely manner fits in well with the always-on, always updated nature of social. When executed well, these ingredients provide it the potential to travel viral. Possibly the simplest example is Oreo’s now-famous ‘dunk within the dark’ tweet.
During Super Bowl XLVII the lights within the stadium went out for 34 minutes. Enough time for Oreo to make the tweet and supercharge real time marketing. The very fact it happened during the Super Bowl when TV advertising is at its costliest. Highlighted the ROI opportunities available from real-time marketing.
The perils of real-time marketing
While it’s going to have advantages, the wins are likely to be short-lived compared to a planned, ongoing Real time marketing campaign. It also relies heavily on luck, as brands are often hooked into the proper quite story breaking that would be relevant to the brand, and lighthearted enough to be taken advantage of. The Oreo tweet worked because it had been relevant, witty and new. However, because it worked so well it created something of a storm in marketing, and shortly every major event became a vehicle for real-time content.
The landscape got cluttered, making it harder to face out from the gang. In fact, the subsequent Super Bowl saw numerous companies trying to recreate Oreo’s success that their efforts fell flat. one of the main drawbacks is that this may be a high-risk Real time marketing strategy. the incorrect tone or the incorrect event can create a backlash that damages reputation, and with little time to edit there are some almost unbelievable failures.