There are moments in marketing when suddenly, out of no where, a brand pulls something out the hat when everyone is looking the other direction. Oreo’s now famous “Dunk in the Dark” ad in 2013, following a power outage at the Super Bowl, was one of those moments.
That’s known as Real-Time Marketing (RTM). It isn’t a new concept, it’s actually been around since the 1990’s. And it has a chatty younger brother called Newsjacking, which is, “the process by which you inject your ideas or angles into breaking news, in real time, in order to generate media coverage for yourself or your business,” as defined in David Meerman Scott’s book on the subject.
RTM isn’t Newsjacking, nor is jumping in on unexpected events where your brand suddenly aligns with say a power outage. Those are both fluke shots. Not something you can build a sustainable measurable marketing campaign around.
Pro-like RTM is where you leave the campaign mentality behind and take the always-on, ever-present, constantly engaged approach.
How To Become An RTM Pro?
1.) Find The Stream
Where do your customers like to hang out online? Communicating with them in real-time means knowing where most of them are, what times they’re active, what they like to do and who influences them.
2.) Understand The Flow of Conversation
Wading in and shouting about your brand at all hours of the night and day isn’t the right approach. But getting to know what people talk about on your relevant social networks is a good step forward. Once you understand the tone, style, flow of dialogue (what it centers around and again, who the influencers are) then you can take the next steps.
The aim is to find whether there’s enough volume of dialogue which would make content placed – either in the form of organic content, ads or email campaigns – useful to the audience in question. From this you can aim to build a real-time automated campaign around this content.
3.) Set Alerts
Automated marketing is all about responding according to certain triggers. Keywords and consumer sentiment should be the deciding factor of these triggers. Based on those you should have pre-loaded content, emails or ads, ready to go, which customers will respond to.
4.) Input CRM Data
Social data by itself isn’t enough. Neither is the data in our CRMs. The right mix of the two, which includes demographics and purchasing history, is the contextual sweet spot. With the right marketing tools, like Attentive.ly, you can add everything you already know about your customers into an automated marketing approach, which will give you all the information you need to be an RTM Pro.
That’s the way to ensure your customers sit up and take notice. The aim isn’t to bombard them with messages. The idea is to appear just at the right time, with the right message for wherever they are in the buyers journey.
Attentive.ly is a social marketing automation platform for modern marketing teams. We help brands and organizations predict how customers and supporters will behave – even what they might do or buy – from social data. It has been used by over 100 companies and organizations to improve thousands of email marketing and social media campaigns.