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real time marketing Archives - d.trio marketing group

Real time marketing makes for a pleasant surprise.

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Patrick Bettenburg is currently working with d.trio as an Account Executive.

A radio commercial I heard recently is a great example of how marketing in the moment, done well, can be very memorable. I had just read the ADWEEK article Real-Time Rules that highlights several national successes of this marketing trend, and here I was listening to a fun example of it right here in Minnesota.

The radio campaign promotes the Ely tourism group. Now there’s really nothing new about fall travel in Minnesota; it’s the second largest season for tourism. But the ads break through the clutter and make a connection. They created a timely importance with a fake, breaking-news style that gave some urgency to the moment in a humorous way. An effective example of marketing in the moment, which many brands are still learning to do.

Real Time Marketing, or RTM, is about tying your message to the most current realities of your audience in a timely manner in order to create relevance. The closer your content relates to what’s on your audiences’ mind the easier it is for them to connect with your message. It’s that stuff that content creators dream of. Everyone remembers the Oreo ad about dippin’ in the dark that ran after the Superbowl blackout.

The ADWEEK article by Tim Nudd does a great job of reviewing several RTM examples, as well as laying out the risks of not getting it right. These days many brands are cranking out content just to get some attention and some are facing unintended negative consequences.

The successful RTM campaigns are skillfully done and surprisingly well planned. They seem to be born in the moment but are actually well crafted to connect with the brand and appear to be freshly created. To really ‘market in the moment’ today you need to have a well-stocked content creation tool chest of brand messages and creative ideas in order to be ready when the right moments come. That way you will be prepared to respond to the completely unexpected, such as the Superbowl blackout.

Is your brand ready for the next opportunity to market in the moment?