Marketing Management Business Plan_My Sweet Creations
Real-Time Marketing Flipbook
1. Prepared by Michael Mathieu
Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=times+square&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#imgrc=DLRqfm0UjDqG5M%3A
Is Real -Time Marketing,
The Real Deal?
2. “When a trend is happening at any level and a brand joins the conversation to
push it forward.”
Retrieved from: https://www.flickr.com/photos/libeppi/12295481296/in/photolist-jJvydQ-cA4wPS-jJsDfP-8HLnak-HV7gYk-r9K4LA-mWGw6n-jJtt1B-mTJ8iG-6zSNsj-kTUHrt-iimXmr-fqDhsL-9e57PA-nTiTs8-dEJhPx-dMPMou-jJtthi-cnwR6o-p4b22X-fqEkm1-kTU46x-oM7YJQ-oaDyfb-bDDDbW-awTUkY-e2U9T1-bVhgyr-dDtN3p-
dMPM95-esGbK1-qmToY3-obhUyV-JQ9cVj-nfBQfZ-nTN7RE-eKX1B2-pFZ85p-cA4wqo-o5r9Ld-nTNwEQ-zHD97y-fqEajh-fqwuFN-pQ4bx7-5PZTrX-oaGNJy-nThPrs-od4T8k-nTiTuH
--Real - Time Marketing
“
“When a trend is happening at any level
and a brand joins the conversation to push it
forward.”
“
Definition:
“
3. Many of these conversations are taking
place on Social Media
Platforms such as:
Retrieved From: https://www.flickr.com/photos/95222905@N02/10997835056/in/photolist-hKQMcN-9qSeyk-7mWZpb-8naGh-egbSUD-4n5sc2-51pPQR-4bjVcr-a6rxdC-oMZXv-39ex6K-LDJhR-aw5Ze7-gFMU9Q-4ToAaQ-hCav5-HdQFP-8fnCAw-FtUfo-2azzAA-pNfEcD-ad9L3j-4Hr2Br-nR2Ymb-4HP7bE-fe2PXb-fdMd5Z-dD5YA1-
cMfobm-6ASjkk-eEz84-4HP7yu-59kJdr-a4H9jv-75nSYz-dvJ2R6-rvXhpW-4HP7rS-pSy7j-51uRY6-4Br52p-6fARSf-zymAZw-4tfv71-jEf2Tp-r5vyi-fQzCcV-6AbWtx-nTGLZb-jQpg8F
Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#imgrc=Y1ngbD5mD0uzGM%3A
Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=instagram+logo&imgrc=X5SafJSPH5xP-M%3A
Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=facebook+logo&imgrc=KWaJ0HIvAaLSOM%3A
7. The Importance of Real -Time Marketing
• In 2014, The vast majority ‘88%’ of
respondents considered real-time marketing
important to their business plan.
• Marketers are discovering the value of real-
time marketing and becoming aware to the
fact that it can’t be ignored.
• Real-time marketing creates meaningful
relationships with the consumers beyond the
product.
Retrieved From: https://www.flickr.com/photos/126915310@N08/16704483331/in/photolist-rs7QVi-sihBHU-8ys6Hs-sbHMwc-biWKFi-8bHwZj-iFGse-cALCvQ-HkyPUL-93GPYw-HtVJ9U-HMknRa-mC9854-9Cktks-rfWD6o-mzQiCf-8YkhV9-dU6jwR-d3b4-CdHNYT-nB9SY1-qfFXBw-nkc4GF-6UWJaT-HTkBfx-Ma2kX-gfQENA-
qrJzD6-e1XLRP-n96Eb8-pEoeBm-5UWd3Z-qXREff-nf9o4Y-egY3ua-qwBar3-aNqptV-esVfeF-qS147a-GHd2eu-jFXZkr-8UUxKR-dPsJcG-bYY96-nN3cfZ-5pAHG2-pLAwVL-86aR2q-s9t4eb-9MT5mq
8. Real–Time Marketing
makes you feel included and connected to
what the world is doing, it’s like you are finally in
on the joke that everyone gets. .
Retrieved From: https://www.flickr.com/photos/carmenjost/8472983173/in/photolist-dUJfGM-pfMAHY-8eEHdb-s6xANg-dBVJc3-aDe9Fz-7Jpcmx-doaAwT-eRGDSg-oVLevQ-qeZbb1-ad9iNq-eeL3mM-oXUuZ5-4V7ftq-sv8tiB-b9buEF-oUv57C-oine3J-7TvBvt-ozSxWB-r5qGH1-quioMx-4V7ftC-fnJtx-oinzzK-oBCixk-ohobH2-
n5mgGx-oiouea-ozE7Co-pCLj1H-rFP6c-qHzwNn-oxQfnq-oyEMJn-ozANZv-cndZEf-ozQMp9-oiny4N-qY6wYJ-oxQjn9-oio63S-oio6ob-ozQGx5-8iqGcz-hv6VpP-5tFqmt-ozANiF-ohrLLb
9. A Company That Has It Right:
In 2010, KitKat tweeted this poster after the
longest tennis match ever played. Well
deserving of a break
was an early adopter of
Real–Time Marketing
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5367XV-9wBMFm-aR3NWM-2Tocm-6U6ay2-85DN3J-aR3Q6X-7zS891-8dznuu-cRx9G-d8kPa9-4JZFwp-7E5oYx-edbPAg-dXz35L-gehMqT-dXtj4D-dXtkkt-5zxVCk-9w6TPV-dkm3G6-5zxKdH-53asnb
Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=kitkat+real+time&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=kitkat+tweet&img
In 2012, KitKat sent one of their
products into space. They did this shortly
after Felix Baumgartner jumped from the
Stratosphere.
11. What kind of Media is being used for
Real-Time Marketing?
Owned Media: is any communication channel
or platform that belongs to your brand that you
create and have control over. Examples:
websites,, retail stores, blogs, social
media channels, apps and
brochures.
Answer:
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dRjk7A-9du3rd-aDE1T5-bBaD48-5Zsi9G-6rJvcU-51WwNc-abdmQB-9VGbx1-m2MRtt-rq56RN-4XH54C-4YX67F-byq6wE-7R5TNw-aWHfVX-mGN6gJ-vwEAnT-59jJ1f-7SZh6G-a6SWfZ-5wpfH7
12. The Challenges of Real-Time Marketing
• Only 73% of Organizations plan for spontaneity.
• 51% of brands find extracting insights and data
from real-time social marketing a challenge.
• 24% of surveyed marketing agents, said “You
need to respond a consumer’s needs and
behaviours within seconds [to be successful]”
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74atW3-bqXZme-dTsuDU-CyuVu-etEUoE-aBJRJQ-fBtPqZ-raX9FL-dQ1Y7E-6ZH1Mf-qRZ7Fc-ehp8F5-o4xDxH-F9ueqz-eeRSLG-eHe483-dNys4v-4mTyjm-nBgiC2-atDGxH-9gUSsA-ewPFUy
Challenges for Real –Time Marketing
15. How Fast is Fast Enough?
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5xF9ff-6ez3cq-MsQBT-vgscw-gJMK8L-pLoFgj-7GNCNM-dB2z23-xezkEN-4Yc4oz-aUXB9a-ppAhGS-977rZX-pkrb3x-wc2wVF-fM2JY3-qZeaTJ-oXn1wr-9y31bz-nTzpDA-PXPwK
• 26% saying it has to occur within seconds to
be truly effective.
• In contrast, 46% per cent of respondents said that it still takes them 30
minutes or more to respond to breaking news and events via social media.
• Almost 50% of respondents believed that real-time marketing needs to happen
within minutes.
16. Key Techniques for Real – Time Marketing
• Influencer Marketing
• Viral &Word of Mouth Marketing
• Online PR Outreach
• Reputation Management
• Online PR Strategy
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5Dv3JD-33B4ME-3KbRWz-5Dzn1W-asLYb6-cNwVsA-btcCL2-peRjCi-2gJtbe-btcPuK-nhti1F-5iPi6m-dTZAW6-dq4wxW-8VSohQ-6QXfW5-pgDT3k-gQAuRV-sdEZJj-ddWm8V-5PskJ-nmLheP-sLKwCk
17. Why You’re Using Real-Time
Marketing
• 56% for Customer Relations
• 55% to Promote Events
• 49% Increase Social Media Engagement
& Reach
• 40% Identify Brand Advocates & Influencers
• 51% Compliment Existing Content
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Why You’re Using Real – Time
Marketing
18. The Future For Real-Time Marketing
* 59% of businesses are planning to
increase their real-time marketing
budget within the next year
* 98% reported a positive impact
to revenue from real-time
marketing
* 89% can tie real-time marketing
efforts back to their overall business
goals
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qEnDPx-4WX24i-93Ys5f-6ztANM-4kEmtg-67N3xv-cPjgPN-3hnfv-6y4jKr-5XM1JA-ivXGkp-acL992-633tTH-5TYQ2h-719BLD-aCqUKa-2CiUjL-9wFRW2-3RPqJ4-orVJfQ-4k9k1c-dv2Qxp
19. References:
Research Sources: Course Readings
• KRASHINSKY, S. (2014, December 4). Four ways Canadians are consuming media differently. Retrieved October 19, 2016, from
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/four-ways-canadians-are-consuming-media-differently/article21949630/
• KRASHINSKY, S. (2014, January 30). Super bowl advertising won’t wait for commercial breaks. Retrieved October 20, 2016, from
http://www.theglobeandmail.com/report-on-business/industry-news/marketing/super-bowl-advertising-wont-wait-for-commercial-breaks/article16614167/
• Bennett, S. (2014, October 23). Paid, owned and earned media: What’s the difference? [INFOGRAPHIC]. Retrieved October 20, 2016, from
http://www.adweek.com/socialtimes/paid-owned-earned-media-meaning/502565
• Bonchek, M. (2014, October 10). Making sense of owned media. Retrieved October 21, 2016, from Marketing, https://hbr.org/2014/10/making-sense-of-owned-media
Research Sources: Further Research
• De Libero, G., & David. (2014, July 9). Home. Retrieved October 19, 2016, from Creative, http://www.marketingtechnologybrief.com/4-great-examples-of-real-time-
marketing/
• Klein, M. (2015, April 24). Real-time marketing examples with success. Retrieved October 20, 2016, from Content Marketing, https://www.falcon.io/insights-
hub/topics/content-marketing/examples-of-real-time-marketing/#GEN
• Collider, J. H. -. (2014, March 20). The challenges of real-time marketing in social. Retrieved October 19, 2016, from https://econsultancy.com/blog/64560-the-
challenges-of-real-time-marketing-in-social/
• Hutchinson, A. (2015, June 9). New report highlights significant benefits and challenges of real-time marketing. Retrieved October 20, 2016, from
http://www.socialmediatoday.com/social-business/adhutchinson/2015-06-09/new-report-highlights-significant-benefits-and-challenges
• Meerman, D. Real-time marketing - smart insights digital marketing advice. Retrieved October 20, 2016, from http://www.smartinsights.com/online-pr/real-time-
marketing-online-pr/
• J, P. (2015, August 11). The increasing importance of real-time marketing. Retrieved October 20, 2016, from Blog, https://fastwebmedia.com/blog/the-increasing-
importance-of-real-time-marketing/2015-08-11/
• Biddulph, R. (2014, March 24). 88% of digital marketers consider Realtime marketing critical to their efforts. Retrieved October 19, 2016, from
http://therealtimereport.com/2014/03/24/88-of-digital-marketers-consider-realtime-marketing-critical-to-their-efforts/
• Zaucha, D. (2015, June 16). Five facts about real-time marketing and social media. Retrieved October 18, 2016, from Pagemodo Blog,
http://www.pagemodo.com/blog/real-time-marketing-5-facts/