Real time marketing, also known as moment marketing, does not demand users to go online 24/7. Instead, it requires planning that makes relevant messaging all the more effective.
In Marketing Week’s article entitled, “Twitter: ‘Real time marketing is not 24/7 job”, the author said that earned media (content), paid media (advertising) and owned media (PR and social) are rapidly coming together as just media. Digital channels have enabled real time optimisation of displayed marketing. But, as social listening tools and monitoring tools multiply nearly as fast as social media channels, real time matters more to the marketers.
Real-time, also known as moment marketing, while it has become increasingly critical for brands, does not require conversations to be converted all day, every day. A senior Twitter executive said it’s all about relevant messaging which is achieved in social channels through listening to and predicting customer needs.
Planning for the Moment
One of the speakers at Marketing Week Live held in London, England last June 26 was Dara Nasr, head of agency sales at Twitter. Nasr mentioned the false impression that people think that when they start planning real-time marketing and planning for the moment, they also have to tweet 24/7. He said that there are elements that you can plan months ahead based. Nasr advises marketers to tap onto a key point that makes up moment marketing, otherwise described by social networks as ‘points of relevance driven by interest and intent’.
Examples of Brands
One of the key points Nasr is pertaining to is planning for ‘always on moments’. Statistics from Twitter when reaching the trending status demonstrates the chance for moment marketing. Various TV shows, for instance, receive 40% of tweets during programming and of those who tweet, 60% do it while watching shows.
Another strategy includes creating a content calendar and foreshadowing the worst-case scenarios. After that, companies can make light of bad situations to include best-case scenarios. This is what Lynx, the fragrance company, did when they were revealed as the preferred fragrance of people on in one documentary show in TV.
Nasr also said that that speed is an important differentiator. He cited that Manchester stores were open 6 minutes after its supposed closing time in honour of Sir Alex Ferguson’s retirement, and the successful Oreo’s dunk in the dark ad during the Super Bowl blackout. The advertising team in Oreo was fast enough to think of an ad even during the power outage at the Super Bowl. They came out with a photo that you can still “dunk (Oreos) in the dark”. The social media buzz had the brand over 10,000 retweets.
Capitalising on Real Time Marketing
Twitter advises its marketers to capitalise on real time marketing via content and targeting opportunity moments, since every tweet creates a moment. Real-time marketing works since it impacts marketing standards – attention, word-of-mouth, preference, and likelihood to buy or try. Nasr expounds this by saying that all tweets creates moments, all campaign creates moments, all TV show creates moments, so companies should really plan for those moments. It all begins with listening to and predicting about the content that will be relevant to customer needs.