WHAT IS REAL-TIME MARKETING ?
• Real-time marketing is defined as “on-the-fly” participation by
brands in the events, topics, and ideas trending at that very
moment among target audiences online.
• The hallmarks of successful real-time marketing are:
-High quality content (usually multimedia)
-Enthusiastic response from a brand’s target audience
USER’S OF REAL-TIME MARKETING
• Small Business
HOW TO USE REAL-TIME MARKETING ?
• Constantly Monitoring/observing
• 24 X 7 Responses
• Integrated into work of employees
• Always looking for changes
- Wanting to evolve products/services
• Encourage customer participation
THE CURRENT STATE OF REAL-TIME MARKETING
• We’ve covered how the metabolism of a typical marketing
department is designed to digest four to eight substantial
marketing initiatives per year. Is it any surprise that marketing
departments choke when required to conceive, gain
approval, execute, and measure an initiative in a matter of
• Nonetheless, marketers are trying hard to embrace real-time
marketing in the context of their slow moving business process.
• In order to achieve this, brands have embraced one of two
models for their real-time marketing :-
-The War Room
- The Lone Contributor
• The Marketing Plan: - Entrust a multiThe Lone Contributor
talented community manager with
responsibility to find and join social trends
that matter, create content that is
appropriate, publish that content, and
interact with ensuing commentary .
• The Business Problem:- While this
solution is fast, it doesn't have the controls
most brands need and puts far too much
pressure on a single individual:
Community managers aren't stand up comedians
Community managers aren't copywriters
Community managers aren't creative directors
Community managers aren't regulatory experts
Community managers lack seniority (most are relatively junior
• Community managers go to sleep sometimes
• Plus, even if your community manager is a funny copywriter with killer
graphic design experience, 10 years seniority, and a Red Bull
addiction – how will they know which trends are the right ones to
participate in outside of obvious big-time events like the IPL( Indian
Premier League) ?
• The Marketing Plan:- Assemble a ATS
team of internal brand leaders and
external agency partners. Get them in a
room for the upcoming IPL / Movie
Awards. Equip them with lots of
televisions, snacks, and smartphones.
• The Business Problem :- War rooms
are pretty clearly the big wheel bicycles of
our era. Namely, they are a “just good
enough” solution only useful for a specific
moment in time.
• There are only a few truly significant events per year that fit 'big deal
'criteria, thus limiting real-time marketing opportunities.
• It is extremely expensive and inconvenient to pull an entire team into a room
to watch TV and write tweets together.
• Every brand will be competing for the exact same share of voice during the
exact same event - are you really the most clever?
• Your specific audience may not even care about the event.
• Neither of these models is even remotely sustainable or appropriate for such
a critical marketing function. If brands are actually going to become real-time
then there is only one part of the organization that can take the lead :
SOCIAL MARKETERS MUST BECOME REAL-TIME
• Social marketers have become the real-time shock troops of their
• They take the lead on social customer service and emerging reputation
crises, and day-in and day-out they are managing lively communities that
number from hundreds of thousands into the tens of millions.
• Just as new content management and monitoring tools emerged to help
social marketers handle social customer service and content publication, a
new set of tools are required to be an effective real-time marketer.
• Specifically, marketers that want to be real-time need ongoing Brandspecific trend identification, Virtual workflow, and Comprehensive
BRAND TREND IDENTIFICATION
• There are countless social trends every month in which a brand
• Marketers need some way to know what trends matter to their
• The trends that matter to Nike are different than the trends that
matter to Audi. And brands that know which trends matter today
to their audiences can enter into hyper-specific conversations
where they know their target audiences will respond.
VIRTUAL MARKETING WORKFLOW
• Once a trend is identified marketers need a better solution than
to pull the team together in a conference room.
• It doesn't make sense to have a copywriter, a graphic
designer, and senior decision makers in a room so you can
tweet quickly once or twice a year.
• Radian6 Can be Used for the collaborative workflow as a
Use it to easily highlight trends and then route them across
your organization and agency for production, review, and
COMPREHENSIVE SOCIAL ANALYTICS
• Real-time marketing posts will always just be part of the
responsibilities of social marketers.
• They must also maintain their day-to-day responsibilities of
community management, daily content production and
• Consequently, real-time marketing activities that occur in a
vacuum are problematic - they break the measurement
framework that a brand has put in place.
• Real-time marketing is here to stay, but it's time that brands
embrace this powerful trend correctly.
• This is a massive shift in how marketing gets done for every
brand marketer everywhere in the world.
• Social marketers are uniquely positioned to take the lead.
• They simply need the right tools and the will to take charge.