Real-time marketing is a genuine advertising strategy that allows the creation of advertising campaigns by leveraging current topics, like the latest craze!
In practice, they must have the ability to respond immediately to external stimuli, refining products and services based on customer feedback.
In short, real-time marketing exploits current trends which enable companies to implement a true communication strategy focusing on the humor of each campaign.
Indeed, the ultimate goal of the company is to be at the center of the flow of the most current conversations among users.
Real-time marketing strategies
With the spread of the web, social media, and new communication tools, the needs and demands of consumers >have changed.
Many companies have already developed a different vision of advertising and have adapted to the course of events.
Real time marketing is very successful on social networks, because they have now become the leading channels of dissemination.
In fact, the company leverages topics and situations that generate interactions among users.
To implement a real time marketing strategy, first of all, it's necessary to understand how to communicate, that is whether a planned real time marketing strategy or a spontaneous real time marketing one.
Let's go into more detail.
The planned real time marketing
In some cases, real time marketing can be not only extemporaneous but also planned.
This strategy is proactive.
The company anticipates the creation of the message and postpones only the publication once the event has occurred.
An example of planned marketing could be the Olympics.
The Olympics are held every four years.
The event generates a lot of interest among people.
Therefore, one can devise a post on Facebook or a photo on Instagram for one team's victory and another post for the other team's win, then publish one or the other depending on the outcome.
Spontaneous real-time marketing
Spontaneous real-time marketing, on the other hand, requires more creativity and timing.
It involves a flash campaign created in the shortest possible time so as not to lose its place among the most shared and interactive campaigns.
The tools and the time needed to create a thematic and engaging post are very limited.
An example of spontaneous real-time marketing is the ad by Oreo during the Super Bowl finale
During the American football final, at one point the game is interrupted due to a blackout and many viewers, comforting themselves with smartphones in hand, flock to social networks to follow the unfolding situation.
Here, Oreo steps in with a phenomenal tweet: an image of an Oreo cookie on a dark background and the phrase "You can still dunk in the dark", the image is accompanied by the phrase: "Blackout? No problem."
In short, to implement a good real-time marketing strategy, the keyword is: timing.
Furthermore, a real-time marketing campaign is successful when a brand manages to effectively convey its values using originality and authenticity while capitalizing on the moment.
Types of Real Time Marketing
In a real time marketing strategy, various types can be implemented:
- Brand Events: all events organized by a company;
- Anticipated Events: foreseeable events, such as holidays on the calendar;
- Location Based: all types of marketing campaigns based on geolocation;
- Predictive Analytics Based: allows, through the collection of sensitive data, to understand how to intercept a large number of users;
- Customer Interaction: continuous interaction on social media;
- Breaking News: requires being literally always on top of things, creating original, irreverent content that goes viral on social media exploiting a certain topic.
To ensure these types are effective in any strategy, it is important to listen to user opinions on social media so as to understand their interests and anticipate their future needs.
Examples of Real-Time Marketing
Pastificio dei Campi: Love Knows No Gender Boundaries
This is an example of unplanned real-time marketing,
Guido Barilla claimed that he would never choose a homosexual couple as the spokesperson for the company's products.
In response, several brands in the industry replied with creativity and openness towards the homosexual community, like this pasta factory from the Gragnano consortium.
Ceres: Bold Messages
Ceres is another example of a brand capable of creating successful real-time marketing campaigns.
The brand is known for skillfully leveraging social networks on multiple occasions.
In this example, Ceres launched an impeccable message right on Fertility Day!
Indeed, this brand uses “visual” elements, such as images, accompanied by playful and irreverent slogans or phrases.
Finally, one of the biggest brands that uses real time marketing techniques is Taffo.
Taffo Funeral Services boasts a fan base of 124,000 people on Facebook and its communication is managed by Riccardo Pirrone who liaises with Peyote Adv.
This campaign encourages women to report crimes of violence against women, reflecting also their way of selling in their sector.
In conclusion, we can say that a company must know how to "stay on the ball" and seize every marketing initiative to increase its visibility.
You can do it too, you just need a lot of commitment and an excellent marketing and sales platform.
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