anywhere near these examples, there
are important takeaways that we
can begin to integrate into our own
marketing in order to have a more
real-time presence.
Does it Make Sense for My
Brand?
Before you even begin to think about
real-time marketing, first ask whether
it makes sense for your brand. As
tempting as it can be to jump at any
and all opportunities, sometimes
it's best to just sit them out instead.
The successes we've seen so far
have all capitalized on moments that
made sense for their brands. If you
try to force it, the results can be quite
damaging.
Remember Your Audience
Much of RTM takes place online
(largely on social media) so it only
makes sense to do so if that's
where your audience is. A dentures
manufacturer might not want to
devote a lot of time and effort
towards RTM because much of its
audience is older and likely not active
on social media.
Don't Forget Your Voice
Oreo and Smart Car are all fun
consumer brands, so it makes sense
that their messaging was tongue-in-
cheek. Before crafting your message,
be sure that it fits with your overall
brand identity. A law firm, for instance,
would speak in a very different way
than a fashion brand, and audiences
expect these different messages as
well.
Dream Big but Think Small
Don't focus all of your energy on the
biggest events of the year. If you're
trying to steal the attention away from
the Super Bowl or the Oscars then
you're probably not going to have
much luck. You're much less likely to
break through the clutter when there
are so many people trying to do the
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