How to do Real-Time Marketing that works
Have you ever been in a situation where you feel like your brand fails to connect with your audience at the right time? We know how frustrating it can be to have the right message but miss the ideal moment. Real-Time Marketing (RTM)- that’s real time marketing- is the answer to this problem, but for it to work, it needs to be applied with a deep understanding of your audience’s needs and wants.
RTM is about reacting quickly, but not anyway. Make sure that every engagement adds genuine value, that every reaction to a trend is pertinent, and that in your haste to be first, you don’t lose sight of the main points of your message. Let’s look at a few easy but efficient methods you may take to do this successfully:
1. Know your audience to be truly relevant
The first step is to know your audience better than anyone else. If you don’t know exactly who they are, what they care about, and what problems they try to solve, all your RTM efforts will just be a series of failed attempts.
So build your customer persona (avatar) based on real data. Think about demographics, but go much further than that, try to create them in as much detail as possible: what motivates them, what fears do they have, what do they dream about? Use tools like Facebook Audience Insights or Statista to get the big picture, but don’t forget to add a layer of human insight. Talk to your sales and customer service teams; they already have valuable insights that can help you craft messages that resonate.
The first question to ask yourself: do I know my audience? It`s time to find out if you are unsure about your communication style! Do extensive research first, immediately.
2. Listen actively, so you’re always up to date with what matters
RTM means always being connected to what’s happening in the present. Not yesterday. Not even ‘today’, but right now. But for that, you have to keep your eyes and ears open. If you’re not listening, you can’t respond.
Set up Google alerts for keywords relevant to your industry. Actively monitor online discussions and important events in your field. Find out what your competitors are doing and what differentiates them, but don’t stop there. Join forces with trend-spotting influencers who can timely spread the word about your message.
The second question to ask yourself: Am I connected enough with what’s happening in my field? Don’t lose touch with what’s important! Set up your alerts now and make sure you’re the first to know what matters to your audience.
3. Consider your content strategy to ensure you’re prepared for the inevitable
It’s all for naught if you don’t have a content strategy to enable you to move swiftly, even with all the data and information at your disposal. RTM is about having a plan that lets you remain both relevant and nimble at the same time, not just about producing material quickly. Consider these successful examples: Progressive Insurance promptly delivered an instructive message amit a weather emergency, and IKEA capitalized on Prince Harry and Meghan Markle’s royal wedding to market a product of the same name. These aren’t random instances; rather they’re the outcome of meticulous preparation and a refined content strategy.
The third question to answer: am I ready for the next big moment? Make sure your content strategy is clear and flexible enough for any surprises!
Memorable examples of TMR
Here are some examples of RTMs that have made a splash:
Carolina Hurricane (2018) – Progressive Insurance used the news of an impending hurricane to educate the public on safety precautions and steps to take in the event of a disaster. In times of crisis, people look for guidance, and Progressive was there to provide just that.
Squid Game and Brands (2021) – Once Squid Game became a global phenomenon, brands such as Pepsi and Heineken got in on the game, using the show’s iconic symbols to connect with audiences. This is a classic example of RTM that capitalizes on pop culture and the idea of “tribe”, and even the sense of belonging that it’s human nature to covet.
Onlike examples
When it comes to Real-Time Marketing (RTM), Onlike is here not only to offer strategies but also to put them into practice with concrete results. In this chapter, we’ll explore some of our RTM campaigns that have succeeded in attracting attention and generating impact for our clients. Each example illustrates how we have turned key moments into memorable opportunities for the brands we work with.
1. Amtrak: The tweet that first showed trains on a computerized map
In a market where air travel was the dominant player, Amtrak needed to find a creative strategy to put itself in front of a younger, more engaged audience. Using an RTM approach that concentrated on ongoing Twitter discussions on rail travel, Onlike stepped up to the plate.
A timely and well-reasoned tweet went viral by grabbing users’ attention. We soon discovered that a lot of tourists were sharing pictures of breathtaking views taken from Amtrak trains, so we ran a real-time campaign to highlight this material. By promoting the notion that “the journey is just as important as the destination,” we hoped to persuade more people to choose the train instead of other modes of transportation.
The result: a 50% increase in Twitter interactions and a significant increase in brand perception as connected and relevant to a modern audience.
See the Amtrak tweet that made waves here.
2. Procardia: educating the public in real-time
The task for the pharmaceutical brand Procardia was to efficiently convey important health information during a period of high interest. To increase public awareness of the advantages of Procardia products, Onlike created an RTM campaign that leveraged pertinent real-life events.
Our team intervened during a heated social media argument over cardiovascular health by providing instructional material through videos and in-the-moment posts that provided clear-cut advice on how to enhance health. Social media platforms saw heavy promotion of this content, which expanded its audience and got people talking about it.
The outcome was a notable rise in the number of views and interactions with Procardia’s material in addition to a rise in interest in the company’s merchandise.
Watch the ad campaign for Procardia videos.
These illustrations demonstrate how Onlike used real-time marketing to transform pertinent events into fruitful campaigns. Every project was an exercise in flexibility and imagination, and the outcomes are self-explanatory. RTM is more than simply responding fast; it’s also about providing content that enhances the audience’s impression of the brand.
Final thoughts
The goal of real-time marketing is to be there when and where it counts. The capacity to listen, adjust, and act fast is essential for success in any situation, be it breaking news or a viral trend. Attention is becoming a rare resource in every market, and RTM may be the weapon that helps you stay in your audience’s thoughts and emotions.
Get in touch with us right now if you want your company to profit from real-time marketing! As we collaborate to develop initiatives that have an impact, you have the opportunity to be the first to react!