@MBUSA is the official Twitter handle of Mercedes Benz and the unfortunate power outage happened at the Mercedes Superdome (Mercedes had bought the naming rights for the stadium).
Scope of RTM
IBM surveyed the world's top 500 Brands and found out that around 85% of these companies had integrated real-time marketing into their core marketing strategies. Companies were using Data and analytics in a big way to develop and design customer-relevant responsive ads and offers in real time. It was found that customers are able to connect on a more emotional level with Brands which engage in communications based on real time events and news. Consumers could relate to the Brand message better and felt a 'sense of belonging' with the Brand which engaged in Real-Time conversations with consumers. Experts reckon real-time marketing communications have a bigger short term impact, significantly higher than those of pre-planned strategies as the brand comes across as spontaneous, natural and creative in the moment. It also creates a more positive long term image for the Brand, as one which is alive and kicking, and truly living in the present alongside the end consumers.
How To Implement Real Time Marketing
Don't get fooled by the brouhaha surrounding the astounding success of Oreo using real time Marketing. The truth is, success in the real-time marketing domain starts with a Brand's day to day functioning. Success cannot be centered around a single, humorous, real time Brand communication but begins by introducing the Brand into everyday conversations on a regular basis. Since success very clearly depends upon 'hijacking' the buzz generated by events and happenings trending around the world, the Brand very clearly needs to keep its eyes and ears open on the ground (in the real world), especially in the social media and the digital domain.
Analysing data, targeting the right audience and cleverly positioning itself in the right space around real-time events is essential for consistent results. Implementing small, repeatable initiatives to enhance customer expectations that the Brand will engage in everyday conversations with ordinary consumers will help create a much more humongous impact when that once-in-a-blue-moon 'Oreo Opportunity' arises. Also, keep an eye on the context, tone and drift of the conversations taking place around these current events before engaging in relevant, responsive Brandspeak. And also keep in mind, be it Twitter or Facebook, on social media, content is and will always be king!
If you focus on planning for the future and learning from the past, you'll lose out on the present. That eternal focus on the present moment, essentially is Real Time Marketing.
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FMS Scholastic Council