Lunchspiration 2016 Session 1: Real-time advertising
At BrocklebankPenn, we hold Lunchspiration sessions where we share our knowledge with each other over a sandwich or two. And we love sharing our thoughts with the wider world too.
So grab a sandwich, sit back and have a nibble on our bite-sized insights on real-time marketing.
The digital revolution marked a turning point in marketing. Suddenly, brands were free to publish their content in real-time, opening up a two-way conversation between brands and customers.
Enter real-time marketing.
In 2013, real-time cemented itself as a buzzword, with the supremely well-timed Oreo ‘Dunk in the dark’ Super Bowl tweet generating 525 million earned impressions for the brand.
Following this, lots of brands jumped on the real-time bandwagon with good, and not so good, results. So how can you ensure your brand does the right kind of real-time marketing?
Unfortunately, there’s no magic formula for how to create the perfect piece of real-time communication. But there are certain principles and practices that you can employ to help your brand spot, and make the most of, opportunities.
To us, any successful real-time marketing is a perfect mix of three things:
Every good brand has a personality – an opinion on how it sees the world. This personality needs defining before you can start to comment on the world in real-time.
Ask yourselves: What is your story? Which worlds should your brand occupy and be seen to be interested in? What conversations should you be involved with, and which should you ignore?
To decide these things requires forward planning. It’s about setting parameters and agreeing an agenda. This will allow your brand to be more responsive, and your voice will be free to comment on the world in real-time.
There’s no point running fast if you don’t know where you’re heading. Good real-time marketing isn’t about being reactionary, it’s about preparing and anticipating the right time to act.
Of course, no brand can be psychic, but it is possible to set trigger points for when your brand should respond. Where possible, these can be agreed in advance. For example, Hunter wellies might plan to set a conversational agenda for the festival season. This can be set beforehand, and once an appropriate moment is triggered the brand can quickly respond.
To get the context right, you need to know where your audience lives, loves and works. Where can you interact with your audience in a way that’s going to feel natural?
Never force the context. It’s much like how we all might love hanging out with our grandparents, but would never dream of going to a nightclub with them.
And by context, we don’t just mean channels; it’s also the context within a particular channel. Consider what conversational spheres you are going to appear in within your chosen channels.
So, if you want your brand to get the most from real-time marketing, ask yourselves three simple questions:
1. Is it timely?
2. Is it relevant?
3. Is the context right?
If you do that, you’ll create real-time marketing that can deliver real results for your brand.