The Value of Real Time Marketing

Posted on: February 04, 2014 by Nettel Media

Category: General

The Value of Real Time Marketing









Image Credit: AskDaveTaylor via Flickr



This year, it wasn't just be television advertisements that consumers were on the lookout for. Branded social media content took centre stage after a very unlikely brand sent a tweet that went viral.


Last year, cookie brand Oreo had a content touchdown when they sent this tweet:


The power had gone out at Super Bowl 2013 in New Orleans, and mere minutes later this tweet was sent out. With close to 16,000 retweets and almost instantaneous international coverage, it was clear to see that Oreo has set a standard for real-time content marketing.


The value of real-time marketing comes with being aware. Brands that are in tune with the news, mega events and even television shows can benefit from real-time marketing if done properly. Why? Because many North American consumers use a second screen while watching mega events such as the Grammys, Olympics or the Super Bowl.


This means that while they may be watching TV, a laptop, tablet or cell phone is also present to enhance the viewing experience. Whether it is by researching a player, chatting with friends or live-tweeting, these consumers are looking for engaging content to accompany their TV content, and brands must be ready to deliver it to them. In fact, Reuters reports that Twitter was mentioned in 26 of the 52 national TV commercials that aired during last year’s Super Bowl.


Esurance made a very strategic media buy by placing a commercial right after the end of the Super Bowl this year. Knowing that many viewers would soon turn to Twitter, the ad featured “Office” star John Krasinski sitting on the $1.5 millions dollars they had saved, explaining to viewers that they would give it away to someone who tweeted #EsuranceSave30. This ad pulled in over 200,000 entries within 60 seconds of the commercial airing.


Real-time marketing capitalizes on events as they happen, so it’s important to be on top of these events, keep it simple and get your message out fast.


It’s important to note that many brands will be trying to gain the attention of second screeners, so your message must stand out and be a part of their experience in order to garner more shares.


Ensure that you are present where your customers are, that you have your finger on the pulse of what’s happening around you and that your content stands out.


Are you ready? If you’re hosting an event and would like video coverage, contact us!

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