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.
Requisites
The modern day marketing team should essentially be run like a newsroom, analysing and filtering news, current events and target audience data to unleash effective, relevant and quick, eye-catching communications in the blink of an eye. There needs to be a high level of trust and empowerment in the team so that proper collaboration and quicker decision making happens. Success isn't just that one 'Superbowl moment', it lies in the summation of a continuous, consistent campaign aimed at being at the top of the consumer's ever changing mind.
It requires a flattened office structure, unlike the conventional hierarchical marketing team structure, since to implement real-time campaigns, you need to have near absolute freedom and instant approvals and feedback. The entire creative, decision making and execution process has to be streamlined.
Here's another example of some witty Real time Marketing by two Chocolate Giants: Oreo and KitKat, which turned the inadvertent Laure Ellen into a mini celebrity. Who do you think won Laura's affection?
Business opportunities for Real Time Marketing
1) Brand Events: These include press conferences, product launches, announcements and any other media or customer-facing event wherein everything right from content to execution is pre-planned. Since the content is known pre-event, 'Real - Time' marketing too can be pre-planned down to the smallest detail.
Ex: Pepsi introduced its new, thinner cans during NY Fashion Week with live 'get skinny' content on social media.
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PARADIGM Nourishing the Intellect