Director of Marketing at Evergage,
Rob Carpenter, describes real-time
marketing as "the practice of brands
engaging their audience via content,
advertising, and product placement
that is relevant to a specific current
event or cultural happening." In other
words, RTM is all about being there
in the moment, but as a brand rather
than an individual. It's participating in
a moment by offering something of
value that will direct attention toward
your message.
Just like any other marketing tactic,
this is much easier said than done.
If the event in question is known
in advance, brands can try to plan
ahead and offer something that
people would find value in during
the event. The challenge is in being
able to offer something of value for a
development that is happening in the
moment. It seems nearly impossible
for a large company to hijack real-
time news and direct the attention
toward itself, but there is one
company in particular that showed it
can be done - and in a big way.
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