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 whats happening in the world. For example, marketers may adapt a meme to their companys 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 weekends 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 isnt simply an off-the-cuff reaction its a carefully executed, fast response, and a well connected one.