What is Real-Time Marketing?

Real-time marketing is based on up-to-date events. When something is trending on social media and is gaining a lot of attention, brands can join the conversation and add their input. This is considered real-time marketing. There are many types; Planned is when you know about the trending topic and can schedule relevant content beforehand. Opportunistic is when you know about an event, but something unexpected happens. Watch list is when you know something is going to happen, but hasn’t yet. Everyday is when trending topics occur with no prior knowledge.

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How does real-time marketing benefit brands? 

Since consumers are already focused on the trending topic and identify by engaging via social media, real-time marketing takes advantage of this and increases engagement with those consumers. Real-time marketing can show your brand’s personality and have a lasting impression on your audience. Although it is challenging and can be risky, it can also be very rewarding.

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Best practices for real-time marketing on social media platforms:

  • Have an active following on social media that also engages on a regular basis with your brand. Without this, you won’t have anyone that is aware of or can engage in your real-time marketing efforts.
  • Plan ahead. Learn about your followers and research events and topics that your followers will engage with. Be sure to avoid controversial events, which could lead to a negative response.
  • You don’t always have to be first. As long as you continue your real-time conversation with your followers, you should get a positive response.
  • You don’t always have to engage. If the trending topic or event doesn’t fit into your marketing strategy or company, you don’t need to talk about it. Real-time marketing can show your brand’s significance to these trending topics, but be careful not to push your product.
  • Be cautious. Real-time marketing gives you less time to decide what to put up on social media. This leads to rushing, which can lead to slip-ups, grammar mistakes or even posting something that could be offensive or taken the wrong way.
  • Since Twitter is based on real-time, it is the best social network for this type of marketing. You can make sure that your post is seen instantly, which is exactly what you want when it comes to real-time marketing.

The best examples of real-time marketing:

Oreo: When the lights went out during Super Bowl XLVII, Oreo’s social media team took advantage of the situation and came up with this:

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Arby’s: When Pharell Williams went to the 2014 Grammys wearing a hat that resembled the Arby’s logo, they tweeted this:

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NASA: Gravity, the movie, earned 7 Oscars and NASA spent the evening using #Oscars2014 and #RealGravity on social media, tweeting pictures of space:

NASA-RealGravity

Dunkin’ Donuts: “The dress” quickly gained a lot of attention on social media and Dunkin’ Donuts joined the conversation and promoted their product, while staying relevant:

Dunkin-Donuts

Kit Kat: After everyone learned that the iPhone 6 plus could bend in your pocket, Kit Kat tweeted this:

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