Wednesday, January 8th, 2014 | 3 min read
Real-time marketing enables companies to connect with consumers in the same way that consumers connect with each other – with timely, highly relevant content. When done correctly, interactions of this type increase engagement, boost earned media, and help humanize large brands.
Large organizations are constantly striving to be more engaging in social channels. They see the potential for earned media to offer transformational marketing benefits, but they struggle to be more than an outlet for company news and generic stock photos. Real-time marketing is a business practice that uses the conversations and activity of the market, consumers, and critical constituents to inform production of relevant and timely content. When brand content is rooted in this model, marketers can:
Our latest white paper outlines case studies from 6 major brands (Nissan, CitiBike, Absolut, WestJet, Xerox, and AT&T) that are achieving these outcomes through salient real-time marketing tactics.
Here’s an example of what’s inside our new white paper:
Absolut Vodka has a longstanding affiliation with the arts, and uses its social presences to align its brand with the art world. It made sense as an extension of that branding for Absolut to connect with the street art community as it processed the demise of the famed 5 Pointz graffiti park in New York.
The spirits brand has an active Twitter presence, heavily focused on its involvement with visual arts and collaborations with the art community. The brand’s print advertising has long been praised for its creativity and artistic nature, and its social presence is a natural extension of that concept. (See #OpenCanvas, #TransformToday, #TransformBasel) So, in the wake of 5 Pointz’s closing, Absolut tweeted a simple image that memorialized the site.
The tweet yielded [117 retweets and 64 favorites], a substantial increase in engagement from the brand’s typical tweets (usually 1-10 retweets and 0-5 favorites). The success of this real-time tweet demonstrates the inclination of consumers and brand audiences to more readily engage with brand content when it is relevant and timely – especially when the brand has a longstanding voice in the context of a given trend.
The brands we’ve looked at have determined practical ways to engage with audiences in real-time. They constantly seek ways to improve these tactics, in order to enhance their brand perception and audience engagement. In aligning their content with trending topics, powerful stories, and relevant concepts, their brands are revitalized and more than just a business. It’s a new way to build brands, and now is the time for your team to get started.
Download a copy of “How 6 Brands Are Leading the Real-Time Marketing Charge” to learn how brands like Xerox, AT&T, Absolut and Nissan have implemented real-time strategies that enable them to produce timely content and engage with audiences.