4 Timely Real-Time Marketing Tips

Want to make real-time mar­ket­ing work for you? Here’s what we learned from brands who tried to seize the moment dur­ing the Super Bowl.

Caitlin Nicholson By Caitlin Nicholson from LinguaLinx. Join the discussion » 0 comments

Whether your mar­ket­ing strat­e­gy goals include build­ing brand aware­ness, increas­ing brand engage­ment, gen­er­at­ing leads (to increase rev­enue), or estab­lish­ing thought lead­er­ship, real-time mar­ket­ing can be a help­ful tac­tic. How can mar­keters make real-time mar­ket­ing work to their advan­tage?

These days, when an audi­ence is tuned in to a major event such as the Super Bowl, they are engaged with two screens – the television/computer and their smartphone/computer. Social media’s pop­u­lar­i­ty cre­ates a unique oppor­tu­ni­ty for brands to con­nect with con­sumers. Cue in real-time mar­ket­ing. Real-time mar­ket­ing took off dur­ing Super Bowl XLVII. Dur­ing the 2013 con­test, play was sus­pend­ed for 34 min­utes due to a par­tial pow­er out­age at the Mer­cedes-Benz Super­dome in New Orleans. Dur­ing that time, Oreo’s tweet­ed the now infa­mous “You Can Still Dunk in the Dark” live tweet. From there, a trend was born. Trends spark con­ver­sa­tion – though con­ver­sa­tions sur­round­ing real-time mar­ket­ing turn either pos­i­tive or neg­a­tive. While real-time mar­ket­ing can gen­er­ate buzz, brands often miss the mark. Mar­ket­ing cam­paigns involve care­ful thought and plan­ning. Some say that real-time mar­ket­ing goes against this. Real-time mar­ket­ing is clever – it also involves a bit of luck or prop­er con­text. Real-time mar­ket­ing is about moments. Some moments are unpre­dictable (such as break­ing news sto­ries). Oth­ers are planned events (such as the Super Bowl or heav­i­ly watched enter­tain­ment events such as awards shows).

When Real-Time Marketing Works Best

Real-time mar­ket­ing can be a part of your respon­sive mar­ket­ing strat­e­gy. Respon­sive mar­ket­ing is what real-time mar­ket­ing has evolved into. It com­bines a well-thought-out mar­ket­ing cam­paign with cur­rent events. As pre­vi­ous­ly men­tioned, some moments are pre­dictable. These events are sched­uled on your cal­en­dar. Super Bowl 50 is an exam­ple. Mar­ket­ing teams always know the date of this huge event, and they plan accord­ing­ly. For exam­ple, Pep­siTM (@Pepsi) spon­sored the half­time show. As a result, they used a hash­tag – #Pep­si­Half­time – lead­ing up to, dur­ing, and after the event. They incor­po­rat­ed real-time mar­ket­ing to respond to fans talk­ing about the show on social media and com­mu­ni­cat­ed with oth­er brands as well. When plan­ning your respon­sive mar­ket­ing strat­e­gy, decide how you are going to incor­po­rate real-time mar­ket­ing. It is a great way to real­ly rein­force your respon­sive mar­ket­ing strat­e­gy and add rel­e­van­cy. Over the past cou­ple years, brands have employed a “War Room” strat­e­gy where they bring in a team to sit togeth­er dur­ing the event and respond to the hap­pen­ings of the event. This would have to be a part of your over­all bud­get. Or, real-time mar­ket­ing can hap­pen from your couch dur­ing the event! Accord­ing to a report by Adver­tis­ing Age, one sec­ond of Super Bowl ad time in 1967 cost only $1,333. In 2016, the cost for one sec­ond dur­ing Super Bowl 50 has increased to $160,000! It might not always be in your bud­get to run an ad dur­ing an event like the Super Bowl. Real-time mar­ket­ing can help your brand get in on the con­ver­sa­tion, with­out break­ing the bank!

Real-Time Marketing Tips (Good & Bad Examples)

Twit­ter still rules real-time mar­ket­ing. This year saw the unveil­ing of Google’s Real-Time Ads which debuted strate­gi­cal­ly right before Super Bowl 50. Con­tent is pre-planned, but can be insert­ed and run real-time or right after the moment occurred. Ads run live on Google’s dis­play ad net­work as well as YouTube. Plat­forms are get­ting on board with and per­fect­ing ways to help brands max­i­mize their real-time mar­ket­ing efforts to gen­er­ate buzz. There is no per­fect blue­print for real-time mar­ket­ing suc­cess. How­ev­er, we can learn from oth­er brands what to do (and not to do). So how did brands do this year? Here are some tips for brands look­ing for good real-time mar­ket­ing ideas.

Tip 1: Be Timely

When life hands you lemons, you make lemon­ade.” If this expres­sion is true, then Red Lob­ster left a sour taste in a lot of Bey­on­cé fan’s mouths. The restau­rant chain drew a lot of crit­i­cism after a mar­ket­ing oppor­tu­ni­ty was seem­ing­ly gift wrapped in their hands. The half­time show is one of the most talked about parts of the game. (Last year’s Super Bowl gen­er­at­ed 3 mil­lion tweets!) This year’s Super Bowl Half­time Show fea­tured per­for­mances by Cold­play, Bruno Mars, and Bey­on­cé. Some lyrics were a lit­tle racy, but she did men­tion Red Lob­ster direct­ly. Talk about a live exam­ple of “When life gives you lemons…”! Eight hours lat­er, Red Lob­ster tweet­ed this exam­ple. The Twit­ter­verse crit­i­cized the restau­rant chain by say­ing they expect­ed bet­ter after tak­ing so long to tweet!

Tip 2: Be Ready For A Curve Ball

Going in to the big game, experts made pre­dic­tions about who they thought would win. Some were wrong, and some were right. The point is, one nev­er knows what is going to hap­pen before the event starts. The same goes for real-time mar­ket­ing. As the game clock ran down to zero, the Den­ver Bron­cos cel­e­brat­ed their vic­to­ry. Their most high pro­file play­er is Pey­ton Man­ning, the quar­ter­back. After the game, Man­ning was asked by CBS’s Tra­cy Wolf­son how he was plan­ning on cel­e­brat­ing after the game. His reply? To kiss his wife and kids and drink a lot of Bud­weis­er. He repeat­ed that again on the podi­um. Bud­weis­er claims Pey­ton Man­ning was not paid to men­tion the brand. The Bud­weis­er social media team was ready with the replies, how­ev­er. Here is a look at @Budweiser’s twit­ter feed after the game. Of course, much was made about the premise of Manning’s state­ments, but let’s applaud the mar­ket­ing team for being ready when a gold­en oppor­tu­ni­ty pre­sent­ed itself.

Tip 3: Stay Positive

Avo­ca­dos from Mex­i­co debuted their first Super Bowl ad last year. It was suc­cess­ful, so they decid­ed to run anoth­er ad this year.

It was a good one, we agree. But did this brand over­do it with their #AvosIn­Space hash­tag? It depends on how you look at it! Brand­watch said this hash­tag was men­tioned more than any oth­er com­peti­tors in terms of Twit­ter buzz. More impor­tant­ly, how­ev­er, this hash­tag was men­tioned with pos­i­tive sen­ti­ments!

Tip 4: Don’t Overdo it – Be Relevant!

Dur­ing Super Bowl 50, we saw a lot of brands tweet­ing at oth­er brands. It seemed like none did this more than Wix.com (@Wix). The web devel­op­ment plat­form spent most of the game tweet­ing at oth­er brands. It seemed a bit over­done. While GIFs and memes are cute, they did a poor job relat­ing their tweets to their brand. It was dif­fi­cult to place what Wix’s prod­uct is and how it can relate to oth­er brands or to users. In addi­tion, brand-on-brand inter­ac­tion is nice, when it is done spar­ing­ly and strate­gi­cal­ly. Take a look at the tweet above. Avo­ca­dos from Mex­i­co respond­ed to Budweiser’s ad against drink­ing and dri­ving star­ring Helen Mir­ren. They were able to place their prod­uct in the tweet itself and pulled in Mini USA (@MINIUSA) in a rel­e­vant way!

Caitlin Nicholson

Written by Caitlin Nicholson

Business Development Specialist, LinguaLinx

Caitlin Nicholson is a Business Development Specialist at LinguaLinx, a translation and global marketing service provider that works with thousands of clients and linguists around the world.

Inked is published by Linkdex, the SEO platform of choice for professional marketers.

Discover why brands and agencies choose Linkdex

  • Get started fast with easy onboarding & training
  • Import and connect data from other platforms
  • Scale with your business, websites and markets
  • Up-skill teams with training & accreditation
  • Build workflows with tasks, reporting and alerts

Get a free induction and experience of Linkdex.

Just fill out this form, and one of our team members will get in touch to arrange your own, personalized demo.