Does Real-time Marketing Really Work For Your Brand?
Real-time marketing is a marketing tactic that is based on up-to-date events. This marketing tactic creates a focus on the current, relevant trends and brands respond accordingly with different forms (TrackMaven). It could be a twitter, a post on Facebook, a GIF, or even an emoji. Big Brands like Durex, Target, Domino’s are the key players in real-time marketing field. From my point of view, this marketing strategy could quickly help brands catch customers’ attention under such a fragmented reading era with an exposure of brand personality in a short period of time. However, it does not add too much value to your brand equity in the long term.
As Domino’s is the pioneer of using real-time marketing on Twitter, let’s take a closer look at its “Masterpiece” Source of picture: http://www.seevibes.com/en/realtime-marketing-dominos-shows-its-love-for-love/
This is Domino’s tweet in support of #LoveWins campaign featuring legalization of gay marriage in the USA. The tweet uses the up-to-date stuff (emoji) to represent an attitude towards event and also, incorporates their brand identity (pizza). This personalized approach generated a lot of buzz with a lot of retweet and likes that day.
Of course, another active adopter Durex never falls behind. In particular, Durex China respond so fast towards specific events that none of the brands can keep up with its pace. Here are some of its real-time marketing cases.
Source of picture: http://www.meihua.info/a/38660
The continuous heavy rain stroke Beijing in 2011. Durex China came up with the idea that let customers make “full” use of their products. They encouraged customers to put their products on the shoes in order to keep away the rain. The picture posted on social media triggered a tremendous buzz and drove to millions of likes as well as repost immediately. Obviously, this hack real-time marketing not only promoted brand identities, but also told customers that “Our product is of high quality. It is long and thick enough to protect you” in a “creative way”.
As mentioned above, real-time marketing strategy enables brands to get more online exposure. More importantly, it could trigger hot discussion among the audience and convey brand attitudes simultaneously. In the future, with further high-tech input, there will be more diversified tools that brands could use when they work on their real-time marketing. Snapchat has just launched their “Live” channel recently. The 3-minute live video opened Mecca to the rest of the world. In the same vein, Levi’s China has applied Cinemagraph technology in their recent real-time marketing campaign.
As a brand owner, your real-time marketing campaign should be eye-catchy and entertaining. But do not count too much on it. After all, your product, together with the satisfactory customer experience will help your brand stand out and win users finally. Now, can you tell if the real-time marketing campaign work for your brand promotion?