Understand what Real Time Marketing is and how to use it in your strategy – WAU
Real Time Marketing is a strategy aligned with the current characteristics of immediacy in the world in which we live. With an increasingly demanding audience, the concern to create the right communication, at the right time and on the right channel should be a priority.
From the traditional model to the digital environment, from massive communication to an increasingly segmented action: we have nowhere to run, the way of doing marketing has changed. Technologies have a lot to do with this and you need to keep up with all these news to stay relevant.
The identification of trends is precisely one of the main premises of Real Time Marketing. Also known as opportunity marketing, it inserts brands into conversations that are already happening.
This strategy can be used to get public attention or share brand values, and they usually have the potential to viralization. Do you want to know more about her? Then continue with us. In this text, you will see:
What is Real Time Marketing?
Real Time Marketing can be understood as a set of actions taken from the trend identification and consumer feedback. It arises in a context in which the public increasingly demands agility and relevance in the actions – or reactions – of a brand.
It is a strategy aligned with the immediacy of the world in which we live. Precisely because of this characteristic, it is more commonly associated with social networks – although it is not restricted to these channels, as we will see later.
The main focus of this communication model is the engagement with the public and the generation of conversations. Showing your consumers that your brand is aware of what is news in the world or what is among the main Twitter Trending Topics brings value to your business.
In addition, this strategy can also be used to reinforce the communication of your values - something that Netflix has always done very well and that we have also touched more deeply throughout this text.
Now, make no mistake: it is not because it is something to be done in real time that there is no planning in Real Time Marketing. On the contrary! A lot of prior work is needed to ensure a timely response – or, even, the right answer, at the right time and on the right channel.
What are the best practices of this strategy?
Now that you already know what Real Time Marketing is and why it is worth investing in it, here are four points of attention when it comes to putting it into practice.
There is no Real Time Marketing without paying attention to what your audience says. You need to follow the trends in the world – and tools with Google Trends and Twitter’s own Trending Topics help a lot in that – but also know how to identify which ones really matter to your audience.
So, you need to take a step back. You really know your audience? You can have all the social listening tools at your disposal, but they will be of little use if you do not know the biggest pains and the main desires of your consumers.
As we said, one of the main objectives of this strategy is to generate conversations, or to be inserted in those already created by your audience. For that, it is necessary at least to know how to speak the same language as them.
When we talk about timing, we’re not necessarily talking about agility – that’s for the next topic. For example, when a meme goes viral on networks, there is a time curve of your online relevance.
There is the moment when we get the feeling that only “few and good” talk about him, the moment when everyone talks about the same thing and nobody can take it anymore, and the moment when the curve falls, when it seems that only whoever was locked in a cave for the last 15 days is still talking about it.
Two recent cases in this regard were posts that alluded to the egg that broke the record for the most liked photo on Instagram and those that made reference to the song Jenifer. While social listening identifies the trend, timing is responsible for putting it into practice at the right time.
If you paid attention to the trend and know that you should create content based on it for yesterday, what determines its actual creation? Here, we are talking especially about internal processes.
Do you have the staff to create this campaign while the meme or trend is still relevant? This question can be decisive, since, if you can only get the content out on the street when the news curve falls, it may not be worth the effort anymore.
Finally, you need to know how to segment what you produce in real time. Some channels require less than others – a thread on Twitter compared to a television video, for example – and that understanding helps you know where you should target your efforts.
The defeat at a World Cup deserves high investments and a commercial made overnight, which may not be the case for yet another political scandal – we will see examples below. Remember that Real Time Marketing is about right message at the right time, but this only happens if it is also on the most appropriate channel.
You may also be interested in discovering these different ways of doing marketing!
Utility Marketing: what is it and how to apply this strategy?
Internal Marketing: what it is, main types and success cases
Institutional Marketing: what it is and how to apply it in your company
Referral Marketing: what it is and how to implement this strategy
What are the main cases of Real Time Marketing?
Enough of theory. How about we go to practice? Discover, or remember, Real Time Marketing cases from three brands that have been doing this – and successfully – for some time.
In the now distant year of 2013, Oreo went viral on a Tweet that today can be understood as one of the first Real Time Marketing classes on social networks. A blackout during the Super Bowl final, a major event in the United States, caught everyone off guard.
Of course, the event alone was already causing a great conversation on the hammocks and the darkness that took over the stadium only intensified it. How can a brand of cookie join this conversation?
O tweet in question brings a pun that makes more sense in English. The verb “dunk” can be understood as the act of dipping the biscuit in milk. However, it also has a connotation in the world of sports – the act of “dunking” the basketball in the basket.
Coca-Cola was the most remembered brand and also the most loved during the World Cup in London, in 2014. Official sponsor of the competition, the company had a team of Real Time Marketing to create pieces according to the result of the games and also with the conversations that these games generated in the networks.
One of the most influential content at the time was the tweet in which a straw simulated the “lump in the throat”Felt by the fans after the memorable 7 x 1 and the consequent elimination of the London team. But the brand’s action was not limited to social networks.
Vignettes for television were produced, filmed and edited in about 24 hours to create commercials that also talked with the results of the games. A film about the defeat was produced in a matter of days, showing that the brand was not alien to the feeling of the whole country, which was losing the second World Cup at home.
Since its arrival in London, Netflix has always performed well on social media, especially with regard to social listening.
In May 2015, former CBF president José Maria Marin suffered a series of FBI accusations. At the time, the streaming service was launching Better Call Saul, a spin off of Breaking Bad with the somewhat dubious squeamish lawyer as the protagonist. The company then decided to suggest a partnership between the two.
More recently, the London profile of the brand made a thread with some of its main LGBT-themed content. This content could probably have been published any other day, but it was created news from veto of President Jair Bolsonaroto an announcement that contemplated films with this theme.
As we said at the beginning, Real Time Marketing is relevant because the brand is tuned to what happens in the world, but especially because get involved in something that is relevant to the public and for taking the chance to reinforce your values.
Real Time Marketing content production explores the team’s creativity, as well as attention to detail. Every day we are bombarded with a multitude of information and it takes a lot of training to know how to identify those that are really relevant to the public. Social listening tools and techniques are useful at this time, ensuring the right answer in tone and speed.
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