2. TABLE OF CONTENT 2
UNDERSTANDING REAL TIME MARKETING 3
SHIFTING THE MODEL OF COMMUNICATION 4
THREE IMPORTANT FEATURES OF RTM 4
DETERMINE THE BETTER TIME TO USE RTM 5
CONTENT MATTERS 6
REFERENCES7
TABLE OF CONTENT
2
3. 3
In 2012, Oreo began the concept of Real-time
Marketing with its Oreo Daily Twist campaign.
However, it was not until February 2013 on the
Super Bowl that the meaning of real-time content
took place.
In the night of the most seen sport event around the
United States, the lights went out. Companies such
as Oreo tweeted comments like “Power out? No
Problem” “ You can still dunk in the dark.”
This image was retweeted 10,000 times within just
one hour. Since this, companies such asVirgin Mobile
and Absolut Vodka have adopted this new concept.
Real-Time Marketing (RTM) means connecting with
consumers through high quality content. RTM in-
volves content that is relevant to your consumers in
current events and trends. Companies use RTM to
involve consumers in on going conversations that are
relevant to them in a timely manner. In order for this
tool to success it is important to plan, communicate,
organize the necessary infrastructure that is needed
to meet the demands of the digital space.
High quality content provides high con-
tent so you can connect and humanize your
brand.
Always develop an assessment about the results of
the RTM. Tracking your results is important because
it will help to determine if RTM is appropriate for
your brand or not. In summary, RTM is a tool that
can be effectively used in your company if the RTM
campaigns produce creative, timely content that is
related to your consumers, brand, and brand’s goals.
UNDERSTANDING REAL TIME MARKETING
4. SHIFTING THE MODEL OF COMMUNICATION
THREE IMPORTANT FEATURES OF RTM
• Time matters: act in the moment an event, news, trend is
developing
• Consumer relationship commitment: pay attention, listen, and
meet your audience where they are.
• Not every event belongs to your brand: choose the events that
get along with your brand, and the brand’s goals
4
In April 2013 a survey presented
by Direct Marketing Association
showed that 43% of the marketers
work based on dynamic personal-
ized content across channels.
Posting online content about a trend
or event that is not related to the
brand neither its audience can jeop-
ardize the brand’s reputation. To be
effective in the development of this
model, companies have to provide
information that is relevant to the
consumer in short periods of time.
Nevertheless, short-term content
should be aligned with long term
brand narrative which implies the
brand’s goals.
Dynamic personalized content across channels in-
volves the determination of practical ways to engage
with audiences in real-time. It also refers to the shift in
the model of communication in a way which embraces
audiences in a human way through networks. Com-
panies, which work under this model, must be aware
about the relevancy of the content they
publish.
5. DETERMINE THE BETTER TIME TO USE RTM
• Analyze your brand’s goals: it is im-
portant that each message that is de-
livered in a platform has direct relation
to your brand’s goals. Moreover, find
keywords or phrases that describe your
brand as it were a person, following of
course the path towards the accom-
plishment the brand’s goals
• Get informed about your audience:
get to know your audience, find out
which platform your audience uses,
and listen to it. RTM does not mean
just push content to your fans, it also
means listen and act as if the brand
were a person communicating with his
friends, family and groups of interest.
• Develop your content: identify a few
key topics and trends that drive you
share it with your audience.
• Be present: when developing high
quality content, relationships with your
audience increase as well. As a result,
your audience will expect your brand
be present in events and news they are
interested in.
• Track Results: Before celebrating the
success of a RTM campaign make sure
your brand has check the analytics of
the platform that is being use
To success in RTM a brand has to listen to their
audience and have a solid content in timely
manner. RTM also should collectively address
the audience to the story line of the company
as well as towards the brand’s long-term goals
5
6. CONTENT MATTERS
Content marketing is important because it can
build trusted relationships with your fans. When a
brand has strong content, fans use it as a source of
information. People want participation and authen-
ticity which increase their expectations for respon-
siveness, participation, and relevancy than before.
Brands must create engaging visual content that
connects with fans about things they are thinking
and talking. Thus, your brand should consider con-
tent that is more authentic and creative than timely.
Thus,
To survive in the current era, where high speed con-
nectivity is in, brands have to constantly look for new
strategies and tactics that help them enhance their
reputation and audience engagement. For this rea-
son, smart and modern brands have adapted their
marketing model in order to integrate one more way
of engaging audience, called Real-Time Marketing,
to their marketing mix strategies and tactics.
RTM content involves several characteristic such as:
Prominence: your brand should be where your
consumers spend most of the time.
Relevancy: Develop a strong content that is related to
your audience and brand.
Recognition: visual content should have high quality.
6
7. Links
• Baer. J. (2012). 42 Percent of consumers complaining in social media expect
60 minutes response time. Retrieved from: http://www.convinceandconvert.com/the-social-habit/42-percent-
of- consumers-complaining-insocial-media-expect-60-minute-response-time/
• Bass. J. (2014, January 8). Real-Time Marketing Examples and Case Studies from 6 brands. Retrieved from:
http://dachisgroup.com/6-real-time-marketing-examples-2/
• Boyle, C. (2013, July 26). E-mail leads real-time marketing channels. Retrieved from: http://www.emarketer.
com/Article/Email-Leads-Real-Time-Marketing-Channels/1010081
• Champagne. C. (2012, May 10). Infographic confirms it: advertising people are not normal. Retrieved
from:http://www.fastcompany.com/3016148/fast-feed/social-media-editors-the-beatrix-app-is-coming-for-your-
jobs.
• Lutz. M. (2013, April 22). Real-Time is Driving the long-term Brands narrative. Retrieved from: http://www.
edelmandigital.com/2013/04/22/real-timemarketing-is-driving-the-long-term-brand-narrative.
• Oreo Daily Twist. Retrieved from: http://www.oreo.com/dailytwist/.
• Pew Research Center. (2014). Three Technologies Revolutions. Retrieved from: http://www.pewinternet.org/
three-technology-revolutions/.
• Rezab J. (2013). Facebook Real-Time Marketing: 50% Post Reach Happens in 30 Min.
• Retrieved from: http://www.socialbakers.com/blog/1662-facebook-real-time-marketing-50-post-reach-hap-
pens- in-30min.
Books
• Brown, D., Fiorella, S. Influence marketing: How to create, manage, and measure brand influencers in
social media marketing. Indianapolis, IN: Que.
• Garner, R. (2013). Search and social:The definitive guide to real-time content marketing. Hoboken, N.J: John
Wiley Sons.
• Scott, D. M. (2010). The new rules of marketing and PR: How to use social media, blogs, news releases, on-
line video, viral marketing to reach buyers directly (2nd ed.). Hoboken, N.J.: John Wiley Sons.
REFERENCES
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