Real-Time Marketing

6 Steps to Real-Time Marketing – Dachis Group

Real-time Marketing (RTM) is “on-the-fly” participation by brands in the events, topics, and ideas trending at that very moment among target audiences online.”

According to a eMarketer report, 53 percent of the marketers surveyed plan to make greater use of real-time data in their 2013 marketing campaigns.
use-of-real-time-data-in-marketing-campaigns-in-20131

A comparison of 2010 stock prices reveals that, on average, the publicly traded Fortune 100 companies that engage in real-time communications beat the S&P 500 stock index while the others, on average, underperformed the index.
101102-dmscott
“In order to become more real-time, brands must build the workflow and business process to efficiently and effectively execute on marketing tactics in a matter of hours – not days. This is a substantial transformation.

The 6 Steps to Real-Time Marketing

  1. Trend Identification – Identify and select trends for brand participation.
  2. Content Creation – Create brand appropriate content for real-time insertion.
  3. Brand Approval – Enforce brand standards and legal requirements. Approve content for distribution
  4. Content Publication – Schedule and coordinate real-time marketing tactics
  5. Content Moderation – Monitor community response, engage with positivity, deflate negativity
  6. Measurement – Measure performance of real-time marketing tactics. Generate reports and insights to aid optimization of future efforts.

Stage-of-Real-Time-Marketing-Dachis-Group

True real-time marketing should also be oriented at the specific conversations of target audiences that are most important to a brand. Attempting to participate in general trends is great, but global trends are a crowded and noisy place – as we saw with the royal baby conversation. For every one Oreo tweet from the Super Bowl blackout, there are 100 attempts at real-time marketing that disappear without a sound (or a re-tweet).”
Oreo-Royal-Baby-Tweet

Addition, 29.09.2013: The most re-tweeted post from a Brand…EVER! 40k retweets and counting…(famous Oreo SuperBowl Light-Out Tweet has less than half):

Nokia Twitter Apple Realtime Marketing
Examples of bad RTM.

To get more details on how to implement real-time marketing in your organization, download this Dachis Group whitepaper here.

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