Scott Monty

Time for Real Introspection on Real Time Marketing

<div dir="ltr" style="text-align: left;" trbidi="on">
<div dir="ltr" style="text-align: left;" trbidi="on">
<div class="separator" style="clear: both; text-align: center;">
<a href="http://4.bp.blogspot.com/-9QEcXRsbRWk/USw5KXbId_I/AAAAAAAAGJE/NavQPf1Ek38/s1600/Thinker.jpg" imageanchor="1" style="clear: left; float: left; margin-bottom: 1em; margin-right: 1em;"><img border="0" height="320" src="http://4.bp.blogspot.com/-9QEcXRsbRWk/USw5KXbId_I/AAAAAAAAGJE/NavQPf1Ek38/s320/Thinker.jpg" width="213"></a></div>
Within the last few weeks, we've been treated to the birth of a new phrase that's leaving marketing pundits everywhere breathless: real time marketing. It’s a branch of the equally as hyped "content marketing," and we can thank Oreo for doing such a tremendous job at the Super Bowl with their infamous <a href="https://twitter.com/Oreo/status/298246571718483968">"dunk in the dark" tweet</a> in response to the power outage, along with the likes of Tide, Audi and others. In the last week or so, we've seen commentary saying that <a href="http://www.digiday.com/brands/brands-adjust-to-a-247-marketing-model/">brands need to adjust to the new 24/7 marketing model</a>. Of course, this isn't new, as <a href="http://www.scottmonty.com/2012/10/a-new-twist-on-content.html">Oreo demonstrated its prowess last year</a> with its 100 days of content as part of the Oreo Daily Twist campaign last year, and as we fondly recall with the <a href="http://mashable.com/2010/07/18/old-spice-guy-videos/">video responses of the Old Spice Guy</a> in 2010, and going even farther back with Burger King's groundbreaking <a href="http://www.subservientchicken.com/">Subservient Chicken</a>. But the thing with every one of those campaigns is that while they surprised and delighted us with the responsive content, ultimately they were campaigns that were asking for some input from fans and consumers. Why did the Super Bowl activity stand out? The power outage was unexpected, and the brands that pivoted and embraced the opportunity before them were the brands that were celebrated by the public for truly understanding the nature of real-time engagement. Why? Because they related to us, not because they forced us to relate to them. 
</div></div>

Time for Real Introspection on Real Time Marketing

Within the last few weeks, we've been treated to the birth of a new phrase that's leaving marketing pundits everywhere breathles...

Scott Monty - Strategic Communications & Leadership Advisor

Time for Real Introspection on Real Time Marketing

Blog Archive

Comments