Nothing has captured the attention of marketers recently quite like real-time marketing. The Super Bowl #Blackout and the brands that moved quickly to be part of the online conversation stirred the imaginations of marketers and left many asking, “How can we do that?” The answer is… you probably already do to a degree at the very least.
Real-Time Marketing Isn’t New
The term real-time marketing has grown in popularity, but the practice of it has been around for some time. Jeff Beringer, evp global practice leader in digital at Golin Harris, says it best:
The Velocity Has Changed
Beringer makes the excellent point that marketers should constantly be responding, optimizing and communicating with consumers based on the message, the timing and the medium. That’s essentially the definition of an effective advertising strategy, and the approach all marketers should strive for.
The Super Bowl #Blackout and conversation around real-time marketing does point out a facet of advertising that has changed.
The biggest thing changing today is the velocity with which marketing is done. The barriers for both brands and consumers have been radically diminished. Now, both parties have the tools and the means to be more responsive and reach a greater number of people than previously possible.
Message distribution, customer service, customer identification and outreach have all increased in speed. Brands went from being 'on' between the hours of x o'clock and x o'clock to always being on, always being available and always being responsive. There is no off switch. A point of differentiation isn't being online anymore. Being different means providing value to people at speed.
Has Your Velocity Increased?
So the landscape has changed, and the expectation of speed from marketers has dramatically increased. Consumers are talking. They’re talking to each other and sometimes to brands about their lives, their interests and (sometimes) about products. The window of opportunity for a brand to be part of a conversation is small. Marketers who have increased their velocity will find a way to be part of those conversations. The marketers who haven’t will always find themselves one step behind.
Has the velocity of your marketing increased with the digital landscape?