This was easy to prepare for because
there were only two possible
outcomes: the film would either win
or lose. So, the company simply
needed to produce one image for
either scenario. With both images
ready to go, it was easy to select
the appropriate one and send it out
as soon as the announcement was
made.
Don't Just Be Reactive
Most of the examples we've seen
have been brands reacting to an
event that happened. This, however,
is not the only way to do real-time
marketing. In fact, many marketers
consider other tactics as RTM as well.
According to a study from Neoland &
Direct Marketing Association, 64%
of participants believe marketing
revolves around some kind of
dynamic personalization. Therefore,
it's all about having content that's
relevant to a particular person at a
particular time, whether that's through
reactionary messages or strategic
communications delivered at just the
right time.
Think less in terms of news-hijacking
and more about being there for a
person in the moment. Provide links
to relevant content when someone
signs up for a webinar on a certain
topic. Use retargeting with programs
like AdRoll to pop up on a person's
Facebook feed with a relevant
message based on other sites that
were recently visited. Be there with
something of value when it's needed
most and your audience won't be
able to ignore you!
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