Kelly Scott Madison

Real-Time Marketing



Discover how brands are capitalizing on live events 

It’s no secret that every brand wants to be heard, especially in the online space. But today’s cluttered channels often present many difficulties for marketers trying to capture consumers’ attention. To some, the answer lies in the dynamics of real-time marketing across social channels. Whereas social media marketing gives brands unprecedented ability to form genuine relationships with their targets, real-time social marketing takes that idea a step further by aiming to proactively and reactively engage users who are discussing trending topics. This real-time engagement attempts to create viral content from these interactions, while simultaneously showing that the brand is an active member of their audience’s social community. According to Tech Shout, mobile phones have become so important to people’s everyday lives that there are about 1.7 billion people with active mobile social media accounts.  With numbers like that, it’s easy to see why marketers are pushing for increasingly creative ways to capture consumer attention at all times through social media.

For many companies, Twitter has become the medium for delivering quality content to the public. In one tweet, a company has the opportunity to define themselves and their opinions as a brand while also delivering engaging content. Socialnomics estimates that Twitter’s monthly active user count is around 325 million, with most of them being millennials between the ages of 18 to 29. Marketers understand that considering this age group’s media and technology habits, communicating ideas in real time is huge. For this reason, many brands aim to contribute content by live-tweeting during highly publicized live events with the aid of hashtags. Hashtags have provided organization on social media platforms, which has helped immensely with real-time social media marketing. By creating content that is tagged with an event’s official hashtag, brands have the opportunity to jump in and be a part of a trackable conversation. A brand engaging in the same content as everyone else often becomes more appealing than one that chooses to remain less fluid in its social approach. By staying up-to-date with current events and pop culture, the brand’s voice can become humanized and relatable.

A prime example of real-time marketing comes from a tweet sent out by Oreo during the 2013 Super Bowl. When the game lost power for 34 minutes during the third quarter, Oreo was quick to seize the opportunity by tweeting, “You can still dunk in the dark,” marrying one of their iconic ads with a clever reference to the blackout. The tweet became a huge success and was retweeted more than 15,000 times. That week, Oreo also received more than 8,000 new followers on Twitter, 20,000 likes on Facebook and went from 2,000 to 36,000 followers on Instagram, all in a time when...

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