Real-time marketing is on the rise, particularly during high profile and pop cultural events, when brands take to social media to become part of the conversation with the hopes of awareness, acknowledgement and going viral.
But there are a few things to keep in mind if you’re about to set out on a real-time campaign excursion:
Be Relevant – Is there a need for your brand to participate in real-time marketing? Does joining the conversation make sense for your brand? Is this something that your audience will find interesting? You want to add value, not clutter, to this space.
Be Authentic – Don’t force it. Being authentic with real-time marketing comes naturally when you truly know your audience and know how to “speak their language.” Sometimes the on-the-fly nature of real-time marketing can enhance this and limit a brand’s penchant to “over edit” their thoughts on a subject, but that can go the other way, too, when you forget who you’re talking to and why.
Be Timely – Don’t lose sight of timeliness when it comes to real-time posting, and the effectiveness that can have on serving your audience (in addition to being in the right place at the right time). Maybe your audience would better benefit from messages before or after an event, rather than during.
Be Mindful of Quality – Often in the race to be on-trend quality of content is sacrificed, doing more harm than good for a brand’s image. A little pre-planning might help to avoid this.
Be Smart – This likely isn’t your first foray into the digital world. In fact, you’ve likely been tracking your other online performance for some time now. Use that data to your advantage! Data helps improve decisions about what kinds of content work with your audience, so you can identify and build shareable content with greater ease.
Remember at the end of the day it’s about your audience, not you, during real-time marketing scenarios. Give them what they want and above all, stay true to your brand.
Without due consideration, you could run the risk of falling prey to Reactvertising™, a term coined by Toronto agency John St. for what can happen when knee-jerk decisions prevail over all. Watch what that can look like in their video, here: