{{ searchResult.published_at | date:'d MMMM yyyy' }}

Loading ...
Loading ...

Enter a search term such as “mobile analytics” or browse our content using the filters above.

No_results

That’s not only a poor Scrabble score but we also couldn’t find any results matching “”.
Check your spelling or try broadening your search.

Logo_distressed

Sorry about this, there is a problem with our search at the moment.
Please try again later.

The Super Bowl, despite being centered on a sport very few nations even care about, still represents a significant milestone many marketer’s calendars.

The sheer effort and attention means that whether you market to Americans or not, it is still a marketing spectacle that deserves attention.

Each year also heralds in a new shift in how the world’s leading brands are selling themselves, often trailblazing a global legacy in the way modern advertising is conducted.

2013 was no different, and last year was all about Oreo. The agility that brand showed has carried plenty of momentum into the marketing zeitgeist, and many have been quick to try and mimic that success.

To recap, at one point during the erm … match? game? play?, the floodlights went out.

Within a couple of minutes, the Oreo social team had put together a fairly pants image-based tweet declaring that their customers could still dunk in the dark.


This was sensationally lauded as a huge success, backed by thousands of retweets on Twitter, countless social media blogs, and by marketers across the globe, and a new buzzword hit the blogosphere: real-time marketing.

Now, there is some real substance to this. How far we’ve come from static press releases, staged media briefings and print media in just a decade is nothing short of staggering.

The ability for brands to react as quickly as their customers to current, fast-moving affairs has become increasingly important in the Twitter age, as has been well documented over the past year.

But as brands have scrambled to climb aboard the real-time marketing train, has this marked a significant change in the way brands and consumers communicate?

The answer’s not so simple. This year’s Super Bowl, for example, saw far more brands expertly prepared for any Oreoppurtinities that may have arisen, replete with sophisticated command centers as the centerpiece for the campaign, such as this installation for Jaguar. 

The pace of change has been fast, and the past year has seen more brands embracing social media more intimately. Think integrated hashtag campaigns, command centers and promoted tweets.

So with more brands geared up for real-time marketing than ever before - there was even a #RTMbowl Twitter chat, surely the engagement rates were through the roof?

As it transpired, they really weren’t. Few real-time campaigns managed to generate any significant interest and most of the digital discussion focused on the good ol’ fashioned TV ads.

Even the #RTMbowl chatter quickly transformed into bitter feuds between marketers criticising each other’s campaigns.

So it’s noteworthy that most major brands appear to be well-equipped for the agile, social age and 2014 represents an era of organizations taking social seriously. The key point I’m trying to make here is that being real-time is no longer enough.

Instead, we’ve returned to something that has been at the heart of almost every successful marketing initiative to date. Creativity, relevance and wit are every bit as important as the new kids on the block: agility, speed and humanity (being like a real person).

You can’t just be the latter, as the core messaging is too poor to generate interest. Likewise, it’s difficult to be simply the former, as it’ll be too late to the party and people will have moved.

So the message to marketers is simple: equipping the tools and adopting the corporate mindset to be successful in social is a battle well won, but you’ll need to rely on tried and tested creativity - that old girl - to truly succeed online.

For more on this topic, see Econsultancy’s new Real-Time Marketing Survey Report

Avatar-blank-50x50

Published 6 March, 2014 by Will McInnes

Will McInnes is CMO at Brandwatch and a contributor to Econsultancy. 

1 more post from this author

Comments (2)

Pete Austin

Pete Austin, CTO at Fresh Relevance

The Superbowl, along with Christmas and Black Friday week, is undoubtedly a great focus for real-time marketing. But how many other days are like these?

As an experiment, I checked our clients' figures for this Valentine's day - which I guessed would be another great yearly sales opportunity - and was no visible effect on total turnover.

So I'm sticking with regular real-time marketing that works year round - increasing sales and customer engagement with e.g. cart abandonment and purchase follow-up emails. (People who open your emails are mostly those who like you, so purchase follow-up emails are a great place to ask for product reviews!)

about 2 years ago

Avatar-blank-50x50

Melissa McClay, Marketing Manager at Evergage

Nice post! While brands recognized Oreo's success with last year's real-time marketing campaign - brands jumped on the bandwagon, but clearly some did not execute as well. Some brands jumped the gun as it may appear easy to do real-time marketing inline with current events, but sometimes it's just not relevant to your audience/viewers and nobody cares. If it doesn't go viral, it's safe to say it wasn't very successful... However, we at Evergage have a different take on Real-Time Marketing, it's all about driving relevant experiences! Check out our definition here: http://www.evergage.com/blog/real-time-marketing-isnt-what-you-think-it-is

about 2 years ago

Comment
No-profile-pic
Save or Cancel
Daily_pulse_signup_wide

Enjoying this article?

Get more just like this, delivered to your inbox.

Keep up to date with the latest analysis, inspiration and learning from the Econsultancy blog with our free Daily Pulse newsletter. Each weekday, you ll receive a hand-picked digest of the latest and greatest articles, as well as snippets of new market data, best practice guides and trends research.