This document discusses real-time marketing and its potential. It begins with defining real-time marketing as using data analytics to shift marketing messages in real-time. It notes real-time marketing should be an ongoing process, not just campaigns or buzz projects. Examples show how brands have engaged in real-time ways during events. While real-time marketing can increase awareness, it must be relevant to business goals and not just clever social media posts. Case studies demonstrate how brands like P&G engaged in real-time ways during Hurricane Sandy that drove impressions, while Charmin tweets current events in a humorous style pushing potty humor limits.

1. REAL TIME MARKETING
THE NEW PRIME
TIME OR THE LATEST
SHINY OBJECT?
November 19, 2013

2. #RTM #WOMMASummit
@zenaweist
@chriskooluris
@stephfinee
@tecalewellyn
@rickmurray
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3. PANEL RULES
Please don’t talk about your own stuff.
With all respect to our friends at 360i and our clients at
Mondelez, let’s not talk about Oreos.
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4. Why does every brand in the super market have to talk?
When will brands stop getting excited on Cinco De Mayo?
Why is everyone chasing Oreo?
When will brands stop being so conservative and just act?
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5. REAL TIME MARKETING
DEFINITION
Using data analytics with a process flow
to shift marketing messaging in real time
or near real time.
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6. REAL TIME MARKETING
THE HOW
•
Process: Not a Project
•
Ongoing Newsroom: Not Campaign
•
Brand Relevant: Not Buzz Wedge
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7. REAL TIME MARKETING
IN ACTION
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8. REAL TIME MARKETING
IN ACTION
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9. REAL TIME MARKETING
IN ACTION
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10. REAL TIME MARKETING
DEFINED
rel • e • vance [rel-uh-vuh ns] NOUN
The condition of being relevant, or connected
with the matter at hand: “Some traditional
institutions of the media lack relevance in
this digital age.”
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11. GETTING IT RIGHT
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12. GETTING IT WRONG
•
News and Clever Branded Copy =
Social Media Graphic
•
Single Channel Approach
•
No Tie-back to Business, Marketing
or PR Goals
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13. WHY IT MATTERS
Exposure to Real Time Marketing Increases
Likelihood to be Aware, Learn More,
Discuss and Consider.
Source: GolinHarris Global RTM Study, 2012
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14. WHAT’S NEXT FOR
REAL TIME
MARKETING
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16. CASE STUDIES
#SWIMFORRELIEF
•
48 Hour Charity Swim by Diana Nyad
for Hurricane Sandy Recovery
•
Nailed the Timing
•
Live Tweeting from Several P&G Brands
•
Strong CTA for Consumers
•
Huge Earned Impressions
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17. CASE STUDIES
@Charmin
•
Awesome job with being current while
taking on potty humor
•
It dares to push the limit on potty humor:
“It’s National Coffee Day and we’re here
for you. #YouKnowWhy #tweetfromtheseat”
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