Real-Time is Always-On

February 16, 2016 by Taylor Wiegert in Real-Time Marketing

Super Bowl 50 came and went, and countless brands took aim to stand out during the big event with content shared across social networks. The magic of the ‘Dunk in the Dark’ tweet is one that will always be remembered fondly as one of social media marketing’s great moments, whether consumers were paying attention or not.

The time of war rooming during social events, however, should no longer be commonplace. That’s not how you succeed with social media in the modern age. Channels have changed. Consumer expectations have evolved. And the noise created by brands is louder than ever.

Things I’ve Learned from Lately #70

February 08, 2014 by Taylor Wiegert in Things I've Learned From Lately

“Things I’ve Learned from Lately” is a regular compilation of articles that have made me a smarter marketer. Hopefully, they’ll help you, too.

This Week: The Hashtagification of Advertising, Weathering the Mobile Upheaval, How We've Changed Facebook and Facebook Changed Us and Facebook Isn't Cool but It is Useful.

The Death of Real-Time Marketing?

October 08, 2013 by Taylor Wiegert in Real-Time Marketing

Real-time marketing has been on the tongue of every marketer since the 2013 Super Bowl when Oreo tweeted the right message at the right time and garnered a lot of attention. Digiday chronicles the failed attempts by marketers to make their brands part of the conversation. Real-time marketing as it's currently being executed faces a bleak future of being dominated by the worst kinds of social media marketing.

Forget Real-Time and Focus on Right-Time

April 18, 2013 by Taylor Wiegert in Real-Time Marketing

Real-time marketing… Every marketer wants to do what Oreo, Audi and others did during the Super Bowl and capitalize on a cultural conversation. With a moment’s notice those brands developed a POV, creative and launch plan with brand content and capitalized on the Super Bowl blackout. They did so successfully to the point that they became topics of conversation themselves. Any marketer would like to have their brand associated with that kind of activation.

True real-time marketing is a 24/7 commitment, but the number of brands with the process, people, tools, and, most importantly, need is small. The reality is that most brands cannot justify the investment to have a team ready to pounce on an opportunity at any given moment. Brands like Gatorade have been able to justify the investment of having a team and tools dedicated to all-the-time engagement. In an ideal world, every brand would be able to follow suit, but with tightened budgets and a need to show results, that’s not always possible.

Real-Time Reveals Business’ Weaknesses

March 19, 2013 by Taylor Wiegert in Real-Time Marketing

It’s been nearly two months since the #Blackout at the Super Bowl, and marketers have been scrambling to figure out how they can follow in the footsteps of Oreo, Audi and others by creating viral success stories as they join in consumer conversations.

The reality is the brands with #Blackout success stories have already explored that territory, and brands attempting to do the same thing are bound be criticized for being unoriginal and, worse, annoying users. Instead of trying to copy what brands like Oreo did, brands should be asking what real-time means for them (e.g., social customer service, proactively responding to brand mentions, newsjacking, etc.), which first means doing some digging to figure out if your organization can handle it. It will likely be a very revealing exercise.

Twitter and the Brand Bowl

February 12, 2013 by Taylor Wiegert in Twitter, Facebook

The Baltimore Ravens became Super Bowl champs last week, but Twitter took home the prize as far as getting the attention of advertisers. According to Marketing Land, Twitter was mentioned in 26 of 52 national TV commercials (50% of all spots), Facebook was mentioned in four and Google+ wasn’t mentioned at all.Read More