Real-Time Marketing Can Be…”Real Bad”

At a social media conference I attended last week, one of our presenters highly suggested that we check out the Tumblr page, Real-Time Marketing Sucks, for a good laugh. Unfortunately, this page hasn’t been updated since 2014, so I’m thinking about starting a petition for the owners to start it up again. Any takers?

The phrase “real-time marketing” was largely coined in response to the winner of the 2013 Super Bowl. Do you remember who won?

nfl-admits-it-completely-screwed-up-the-end-of-the-sunday-night-football-game

**Generic stock photo of a football team.

I don’t even know which teams played that year, to be honest. 2013 was the year that Oreo’s creative genius was highly praised. When the power went out in the stadium, Oreo’s agency created this viral graphic for Twitter to capitalize on this trend.

Oreo-Dunk-in-the-dark

* Tweet you’ve probably seen 1,000 times…but it is a classic.

I won’t go into any greater detail discussing this particular instance, since it’s almost “ancient history” now. I remember finding details of this “historic event” in a 2014 marketing textbook. However, I do bring it up since it did spark the “Real-Time Marketing” movement to capitalize on the popularity of current events to market your brand.

As you’ll see while browing Real-Time Marketing Sucks, there’s a right way, and a very (VERY) wrong way to go about this “trend.”

tumblr_n47kclm8u91s6kjiko1_500

No. Just no. Scandal (the TV show) and allergy/cold medicine? No, just no. No. Courtesy RTM Sucks. 

Don’t get me wrong – it’s awesome that emerging forms of media have “opened” the doors to a more-connected world. Brands can align themselves with current or trending events and communicate with customers 24/7. However, at the “core” of it all, you have to stay relevant and true to your brand’s message. Jumping on the “bandwagon” of any trend without any sort of strategy or purpose behind it does not do your brand, or your loyal fans, any justice.

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Real-Time Marketing Can Be…”Real Bad”

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