The Content Imperative
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Laura Jennings
Head of Strategy & Client Service

Laura has 10+ years experience working in social and content marketing. Fascinated with tackling business challenges through smart, effective marketing, Laura ensures all our clients are receiving superb quality work that makes a commercial difference and brings a smile to the client’s face.

Working with start-ups and FTSE100 companies and everything in between, Laura has enjoyed defining influential strategies, delivering creative work and bringing customers and brands closer together.

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How to do real-time marketing effectively

19 August 2014

But to start, what exactly is real time marketing?

It’s the practice of engaging with your audience by posting content that has cultural relevance.  It’s a great way to communicate with your audience, and show you’re in tune with them and their interests. Big events in the entertainment world such as The Oscars and The Superbowl show how brands have capitalised from real time marketing. How could we forget ‘that’ selfie?

Content Needs To Be 24/7

Having a community manager live tweeting, can pay dividends for your brand. With audiences always being connected and online, brands can’t just post content 9-5 anymore; it’s now all about being ‘always on’ 24/7.  Effective real time marketing can lead to a better customer experience, which could mean customers returning and becoming loyal to your brand.

Make Your Content Valuable & Relevant To Your Audience

First of all, real time marketing will only be engaging if it’s relevant to your brand. There is no point just posting out irrelevant content for the sake of posting. Although real time marketing may seem spontaneous, you need to be prepared. Have a strategy in place; look at key events that are happening, is there a sporting final, or a big awards ceremony that you could post content about? Think ahead of the opportunities that these events could create, plan out some content that could be used ready for these events.

But as well as having content in place, you also need to have a degree of flexibility to stay abreast of changing circumstances, rather than relying solely on scheduled posts. Picking the right moment is key; sending out a tweet too late may lack relevance, and may not be as well received by your audience. Expecting a culturally relevant tweet to drive a huge amount of sales to your website may be unrealistic, but understanding your audience makes it more possible.

Of course one of the main ways to effectively carry out real time marketing is to actively listen to your audience, and to engage with them, not interrupt them. Plan how you want to come across for events and news; what is your brands views? How will you engage with your audience? Have a plan in place ready for the event, this will make your content more structured and not just thrown out on platforms without relevance.

It may seem tempting to just put content out there to seem on trend, but always make sure your brands content is valuable. Look at it and question, does it deliver social currency? Is it information for your audience? Will it bring personal value, or entertainment? Using the social currency wheel, you can section your content and ensure it is relevant and valuable for the audience.

 Real time marketing is essentially all about quality not quantity: all it takes is one post to get a huge response. 

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