Real Time Marketing: follow the moment!

This is not the usual marketing article! Today we want to give you some ideas and tools to take advantage of the main topics to your advantage. Real time marketing (or RTM) in fact is the ability to adapt your communication to a topic or topic much discussed online, inserting itself naturally in the buzz already present on the net.

If you want to embark on this adventure, then you cannot do without these 3 watchwords: monitoring, originality and timing!

Real time marketing can be summarized in two different types.

It’s responsive when communication is an immediate response to a current event or a statement by a famous person or a relevant news item with the soul of your company.

It’s planned instead in the case of a series of initiatives related to some foreseeable events such as proximity to a certain physical location, the visit of a specific section of your site or the choice of a certain service

If you still don’t understand how it works, don’t worry you don’t need to call for help from home. Here are some examples that will enlighten you immensely!

OREO AT SUPER BALL

During the blackout during the 2013 Super Bowl, it took 5 minutes for Oreo’s ninja social media to create a winning post that went viral in just a few minutes. We’re talking 15,000 retweets and 20,000 likes on Facebook!

BARILLA AND HIS EPIC FAIL!

Guido Barilla states that he will never use homosexual couples for his commercials. On the wave of indignation of the network, there are reactions from many brands like Misura with a tweet.

ALTHEA WITH A SOCIAL MEDIA POST

PASTIFICIO DEI CAMPI WITH A HIGHLY EMOTIONAL SLOGAN

CERES

This company has always used irreverent communication on the piece. These are just some of the latest and super current visuals used on social media

TAFFO

A company that has made noir humor a real must so as to collect now the best jokes in a book. How about it… Irreverent or macabre?

KLINEX

How to respond to thousands of people cooled down? Think klinex with this video

Now real time marketing has no more secrets for you! Then mark these tips to avoid style falls:

• Ban for negative episodes: it is not always necessary to intervene especially if the event is related to negative news; you may attract criticism from your followers and not only;
• Honesty to begin: communication must always be in line with the DNA of your company to become a new way of conveying concepts and thoughts related to your mission and brand equity;
• Field of action: talk to your target and only about things you know, to avoid then not knowing how to respond!

Don’t be afraid, because real time marketing is easier than it seems and above all it has many advantages:

• Allows you to differentiate, communicate in a unique and different way from your competitors;
• Bring your company closer to reality, in the here and now. Your posts can become real breaking news;
• Increase interaction and improve your reputation: according to Golin Harris “After the use of the RTM results in an improvement in the predisposition of people towards the brand and the enhancement of all communication tools already in place”

To help you improve the responsiveness of your social and marketing team, you can consider introducing some technical tools for listening to the network.

One of these is Talkwalker, a platform that allows you to monitor keywords, user sentiment, audience type (demographics, engagement). With his help you won’t miss a single trend topic!

However, there are many alternatives such as Keyhole, Sprout Social, Brand24 or Meltwater.

Consider also the possibility to combine the natural placement of your RTM content with a small sponsorship. Budgeting can help you reach more people in less time and this is crucial to prove you are on the piece.