I was reading a good piece by Scott Monty yesterday on what exactly “real time marketing” was and if it should even be a term. After taking 24 hours to digest the piece and digest the comments, I woke up with these thoughts about the newly slated strategy:
- I like this term, but it will soon be overused by every marketer out there and will then die a tragic, buzzword death.
- No, not all brands need to adopt this style of marketing. It needs to be applicable to A. your brand and B. your brand’s campaign.
- Don’t forget normal marketing.
- Not everything has to be “live.” I swear, as soon as a harlem shake comes down the pike it’s off to the races on who can push out the fastest blog post. And half the time, they aren’t worth the keystrokes that went into writing them. When something viral hits and I read these immediate write-ups on it, they usually just say that it happened…and that’s it. Is it too much to ask to be informative these days?
- Force messaging is not the answer. During the Oscars I saw SO many brands pushing campaigns that had no business being lumped into this stream of conversation. Again, don’t compromise your brand’s mantra just because a big event is coming up.
Bottom line: Real Time Marketing can be effective, but under the right circumstances and for the right brand. Always be wary of marketing trends before decisions are made.
Do You Know Brands Who Are Doing A Good Job With “Real Time Marketing?” A Bad Job?