Real-Time’s Growing Up: From Spray-and-Pray to Orchestrated Efforts

Real-time marketing’s been said at least multiple times by every marketer in America. What took off with one tweet during the 2013 Super Bowl has turned into a brand pile-on when royal births are announced, the Grammy’s happen or even a random food holiday has its time on the calendar. It was once a way to stand out from the crowd. Now, it’s just a way to be part of it. Everyone’s doing it, and there are no shortage of bad examples from brands. The Prince tributes may take the cake, however.

Real-time marketing had its moment in the sun. Now, it’s growing up. (Many) Marketers are getting smarter with their choices in when and how they react.

Becoming a Culture Geek in the Name of Relevance

In an era of tech proliferation, we have a lot, but one thing becoming increasingly scarce is attention to spare. For marketers, reach is one thing, but getting people to pay attention when they tell their stories is an entirely different ball game where relevance is everything.

Relevance is a loaded term. It conjures up eye rolls and is easy to dismiss, but when it comes down to it, it’s about what advertising has always been about, making a message relevant to a consumer’s life and current mindset. The challenge now is lifestyles are more diverse and mindsets shift on a minute-by-minute basis. But understanding what is on a large segment of the population’s mind is easier than ever if we pay attention.