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Oscars Underscore Value Of Marketing In Real Time

Increasingly, marketers are finally learning how to respond to fast-paced cultural trends and capitalize on online viral movements in real time, as designers do on Oscars night. This type of fast-paced, flexible marketing helps keeps brands relevant in an ever-changing media landscape.

Real-time marketing, a form of market research inbound marketing, is a strategy in which marketing decisions are made in fast response to what’s happening in the world. For example, marketers may adapt a meme to their company’s brand or produce blog content in response to current news events.

When marketers develop effective real-time marketing efforts their brands, their content has a significantly higher likelihood of being shared. But, of course, real-time marketing content also must be informative or interesting or both.

In an age where mobile news consumption is becoming the norm, real-time marketing should also become a norm in marketing departments. A perfect example of real-time marketing executed perfectly was demonstrated in last weekend’s Academy Awards ceremony. Think: When Jennifer Garner strutted down the red carpet in her purple strapless Gucci gown, photos of it quickly circulated around the Web – all over Twitter, celebrity news websites and Instagram.

And while Gucci was relishing in being the most-talked of dress on social media, Oscar de la Renta, Prada, Dior and Amani were enjoying similar celebrity-boosted chatter on Oscars night. Marketers can use social media data similar to the real-time data Attensity Media provided on celebrity gowns, to gauge the success of their own real-time campaigns. Because a successful real-time marketing strategy isn’t simply an off-the-cuff reaction – it’s a carefully executed, fast response, and a well connected one.

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About Rebecca McClay

Rebecca McClay is a business journalist based in Washington D.C. She was previously managing editor of and was a business journalist for a number of news outlets. Her articles have been published in the Wall Street Journal, Arizona Republic, MarketWatch and Bloomberg among others. She has a master's degree in business journalism from Arizona State University.
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  • Angela Renee Simms says:

    I’m not into the oscars that much But if Google want’s me to do a research are
    the oscars I will. My opinion if every a move on Google would win. if you
    would get to really know them you would know what I mean.

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