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

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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.

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The End of a Facebook-First Era

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There was a time when a brand really wasn’t considered to be doing social media marketing unless Facebook was part of the mix (or at least that seemed to be the general consensus). Facebook’s an obvious choice. It’s the default. It’s the gateway drug to social media marketing. There usually isn’t a question as to whether or not a brand should or will have a Facebook presence. Instead, that’s where a brand starts to establish a social foothold and then expand from there.

That’s the way it has been and for good (mostly) reason. It’s where people are, and it’s where brands can create a presence fairly easily. Facebook isn’t getting weaker, but other platforms are getting stronger, giving reason for marketers to look beyond the default, the status quo, the Facebook.

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