Can Real-Time Marketing Help You Reach Your Audience?

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One of the hot marketing concepts these days is “real-time marketing.”  Last Super Bowl, it was all about Oreo and last week the focus was on Ellen’s “tweet heard around the world.”  But what does this mean for marketers?

Last Sunday, as I sat in my apartment watching the Oscars while nursing a cold, I was extremely grateful for Facebook.

Those of you who know me well know that the Oscars are one of my favorite events of the year.

I have been watching religiously since I was a little girl.

I always make sure to see all the nominated films.

And I can even claim to have seen every Acadamy Award-winning Best Picture ever made.

So, when I realized that I wasn’t going to be able to go out and do something fun this year, I was extremely disappointed.

But Facebook came to the rescue!

And it seems that I wasn’t alone.

According to this article, 97% of women who were watching the Oscars did so while using social media!

This means that lots of people were watching this event while it was being broadcast.

And as I am sure you know, this is also the case for the Super Bowl, the Emmy’s, The Grammy’s and a number of other big televised “events.”

And for marketers, this means a captive, engaged audience.

As I mentioned above, Oreo capitalized on this audience during last year’s Super Bowl with their “dunking in the dark” tweet.

And last week was all about Ellen DeGeneres “breaking” Twitter when her star-studded selfie was retweeted more times than any other selfie in Twitter’s history, giving Samsung tons of added exposure.

So, what does this mean for marketers?

I think it means that we should be aware that live events do present a captive audience.

HOWEVER, the content that we create and put out there MUST be relevant and it can’t be forced.

Many other brands have tried to capture what Oreo and Samsung/Ellen did in the above examples only to fail miserably.

And the last thing a brand wants is to be ridiculed for a post gone south.

So, how can a brand ensure that they are using real-time marketing wisely? Tell us what you think in the Comments below…

 

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  • Steve Hutchinson

    This is very interesting to consider. I have bought a lot of sports programming. A live sports program delivers 20 times the audience as a re-broadcast sports program. So the stakes are very high, as you mention. And nobody wants the JCPenney “typing with mittens” issues. The key is to make it relevant yet not too noticeable. It is a very soft selling technique. “In venue” or “in program” content should try to be more entertainment than advertising. From my experience, the more the host can involve your brand into the program without being over zealous, the more seemless the content seems to fit the program, the bigger the return. Ellen was fantastic working the aisle that evening. I think her persona had a lot to do with the success for Samsung. I’m not sure you can top that but I imagine a lot of marketers will be trying. Blending 2 media, TV and online, together is very clever. I personally don’t do it at home, but obviously a lot of people are interested. As marketers, we need to take advantage of large audience programming. The idea that we may not purchase ads on the Super Bowl or the Oscars but we might gain free or inexpensive play via online content of such live and large shows is a real equalizer for lower budget brands. This is sparking a lot of ideas….

    • jenerositymktg

      I agree 100% Steve. It should definitely be more entertainment than advertising. But I also think that is the direction marketing is heading these days in general with the advent of native marketing, etc. I also agree with your comments regarding Ellen. She was absolutely brilliant! I am so glad that you found my post helpful and I do hope that some the ideas sparked help you drive tremendous sales!

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