0
REAL TIME MARKETING
THE NEW PRIME
TIME OR THE LATEST
SHINY OBJECT?
November 19, 2013
#RTM #WOMMASummit
@zenaweist
@chriskooluris
@stephfinee
@tecalewellyn

@rickmurray

2
PANEL RULES
Please don’t talk about your own stuff.

With all respect to our friends at 360i and our clients at
Mondelez, ...
Why does every brand in the super market have to talk?
When will brands stop getting excited on Cinco De Mayo?
Why is ever...
REAL TIME MARKETING
DEFINITION
Using data analytics with a process flow
to shift marketing messaging in real time
or near ...
REAL TIME MARKETING
THE HOW
•

Process: Not a Project

•

Ongoing Newsroom: Not Campaign

•

Brand Relevant: Not Buzz Wedg...
REAL TIME MARKETING
IN ACTION
7
REAL TIME MARKETING
IN ACTION

8
REAL TIME MARKETING
IN ACTION

9
REAL TIME MARKETING
DEFINED
rel • e • vance [rel-uh-vuh ns] NOUN
The condition of being relevant, or connected
with the ma...
GETTING IT RIGHT

11
GETTING IT WRONG
•

News and Clever Branded Copy =
Social Media Graphic

•

Single Channel Approach

•

No Tie-back to Bus...
WHY IT MATTERS

Exposure to Real Time Marketing Increases
Likelihood to be Aware, Learn More,
Discuss and Consider.

Sourc...
WHAT’S NEXT FOR

REAL TIME
MARKETING
14
CASE STUDIES
#SWIMFORRELIEF
•

48 Hour Charity Swim by Diana Nyad
for Hurricane Sandy Recovery

•

Nailed the Timing

•

L...
CASE STUDIES
@Charmin
•

Awesome job with being current while
taking on potty humor

•

It dares to push the limit on pott...
WOMMA RTM Aggregated Desk
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WOMMA RTM Aggregated Desk

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Real Time Marketing: The New Prime Time or the Latest Shiny Object?
Rick Murray, Edelman | Chris Kooluris, Weber Shandwick | Stephanie Matthews, GolinHarris | Teca Lewellyn, Kellogg’s | Zena Weist, Expion

Published in: Marketing, Business, Technology
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  • Crisis
  • Preventative
  • Every day
  • Crisis
  • Definition. RTM is about marketing with relevance. Inter
  • Transcript of "WOMMA RTM Aggregated Desk"

    1. 1. REAL TIME MARKETING THE NEW PRIME TIME OR THE LATEST SHINY OBJECT? November 19, 2013
    2. 2. #RTM #WOMMASummit @zenaweist @chriskooluris @stephfinee @tecalewellyn @rickmurray 2
    3. 3. PANEL RULES Please don’t talk about your own stuff. With all respect to our friends at 360i and our clients at Mondelez, let’s not talk about Oreos. 3
    4. 4. Why does every brand in the super market have to talk? When will brands stop getting excited on Cinco De Mayo? Why is everyone chasing Oreo? When will brands stop being so conservative and just act? 4
    5. 5. REAL TIME MARKETING DEFINITION Using data analytics with a process flow to shift marketing messaging in real time or near real time. 5
    6. 6. REAL TIME MARKETING THE HOW • Process: Not a Project • Ongoing Newsroom: Not Campaign • Brand Relevant: Not Buzz Wedge 6
    7. 7. REAL TIME MARKETING IN ACTION 7
    8. 8. REAL TIME MARKETING IN ACTION 8
    9. 9. REAL TIME MARKETING IN ACTION 9
    10. 10. REAL TIME MARKETING DEFINED rel • e • vance [rel-uh-vuh ns] NOUN The condition of being relevant, or connected with the matter at hand: “Some traditional institutions of the media lack relevance in this digital age.” 10
    11. 11. GETTING IT RIGHT 11
    12. 12. GETTING IT WRONG • News and Clever Branded Copy = Social Media Graphic • Single Channel Approach • No Tie-back to Business, Marketing or PR Goals 12
    13. 13. WHY IT MATTERS Exposure to Real Time Marketing Increases Likelihood to be Aware, Learn More, Discuss and Consider. Source: GolinHarris Global RTM Study, 2012 13
    14. 14. WHAT’S NEXT FOR REAL TIME MARKETING 14
    15. 15. CASE STUDIES #SWIMFORRELIEF • 48 Hour Charity Swim by Diana Nyad for Hurricane Sandy Recovery • Nailed the Timing • Live Tweeting from Several P&G Brands • Strong CTA for Consumers • Huge Earned Impressions 16
    16. 16. CASE STUDIES @Charmin • Awesome job with being current while taking on potty humor • It dares to push the limit on potty humor: “It’s National Coffee Day and we’re here for you. #YouKnowWhy #tweetfromtheseat” 17
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