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”

I Don’t Remember The World Without Internet: Emerging Media is Now

“Whether we like it or not, the communications world is rapidly changing, and this is heavily effecting the advertising and marketing community. There must be a massive shift in the way we communicate our brand message. We must build relationships and grow our brand through unique selling points and complete transparency. We must build relationships with our potential customer regardless of our product or service.”  – ABC Creative Group

Hi there. My name is Holly. I grew up in the era of social and emerging media. I scarcely remember the days when we didn’t have internet in the house (probably because I was only 4 years old). I had to actually wait until I was old enough to join Facebook. I’m glued to my smartphone. My generation is entering the workforce and we will soon be the primary purchasers in the United States. Marketers must pay close attention to how we consume and interact with media. Why is it important?

Some forms of “emerging” media, as classified by certain individuals and groups, aren’t really even considered new or “emerging” technologies anymore. This just goes to show how rapidly technology evolves.

Just take a look at this timeline from Target Process to see what I mean:

The-Web-Technology-timeline

Think about it this way: In the past, consumers would hear radio advertisements, see television commercials, and gloss over print ads in the Sunday paper. Nowadays we see hundreds of ads per day: On the Internet, on our favorite free mobile app, and even short video clips in line at the supermarket or in an elevator. While this presents an incredible opportunity for marketers to reach thousands, it’s hard to “cut through the clutter.” Significant thought and care must be given to placement.

Any brand that wants to stay relevant cannot “ignore” emerging forms of media. Some brands argue that participating isn’t important, since their current customers are of a demographic that embraces more traditional forms of media.

For example, if a brand’s current customers are heavy newspaper readers, it makes sense to advertise heavily in print. However, what happens if future predictions come true that print media will die?

rip-print-media

Equally, what happens when their customer base (and last “non-digital age” generation) We must continually embrace new changes, and apply them to customers as best fit.

In my opinion, the most significant change our market has seen is a shift towards “two-way” forms of communication. In the past, messages were shared directly from brand to consumer. Now, anyone can write a review of a product and post it on Facebook for the world to see. Or they could equally make a video testimonial and post it to YouTube within five minutes. Anyone can be a “content creator” and this can have a significant impact on your brand. 90% of customers say buying decisions are influenced by online reviews. Not to mention, it completely changes the way that customers interact with brands. Building an authentic and lasting relationship with a customer is entirely possible in our ever-connected society.

We have conversations in real-time with fans and detractors. 72% of customers expect a response to a negative Tweet within one hour.

Our purchase decisions are no longer based solely on traditional advertisements and peer recommendations.

As ABC Creative Group said, “like it or not,” massive changes are taking place. Is your marketing strategy ready for them?

I Don’t Remember The World Without Internet: Emerging Media is Now