When Oreo posted a Tweet during the black-out at the 2013 Superbowl, they were probably not intending to launch a new phase of digital marketing strategies. But that’s exactly what they did.
The strategy became known as real-time marketing, or RTM. Oreo pounced on a moment and captivated thousands of consumers that were actually living the moment. And that inspired brands to try and replicate their success. 2017 is the year of RTM.
Social media is the obvious tool to capitalise on RTM. Social networks are a powerful platform. But SMS is a stronger tool. Mobile phone owners do not have to turn on notifications to receive an SMS, although you do need prior permission to send SMS marketing messages to recipients.
Real-Time Marketing involves ceasing a moment at an ideal time for your target audience. The obvious “moment” is at a major event such as a sporting contest, music gig, movie premiere or just before TV favourites are about to start.
But the moment you choose has to be relevant to your product. There is little point sending an SMS to football fans just before a televised kick-off if you sell stationery. If you deliver pizza or beer however, you have prime-time.
However, don’t over plan RTM or continuously repeat the same strategy otherwise customers expect to receive your SMS and the impromptu effect of real-time marketing is shattered. As Brian Solis pointed out at a Chute webinar:
“Don’t compete for the moment. Compete for meaning. If you compete for the moment you’re irrelevant.”
So keep it real.
For example, a beauty brand can use real-time data to improve brand image and broadcast their products whilst reporting events at a fashion show. A shop selling equipment for outdoors activities can advertise raincoats during a thunderstorm. At the heart of real-time marketing is the ability to stir a meaningful emotional response.
Brands that produce narratives with a positive social message, or provide inspiration about a political sentiment that has caused global controversy are more likely to provoke customers to take action. So send out a message that resonates with your audience at the right moment.
Real-Time marketing does not always have to be planned around an event or global disaster. In fact, the real beauty of RTM is spontaneity. Sometimes, opportunism creates a snowball effect because you cease a moment and nobody was expecting it.
With today’s technology, brands can react quickly to events and opportunities. And because 91% of consumers are within arm’s reach of their mobile phone 24/7, you can be assured your text messages are hitting the mark.
Capitalising on a unique event is the golden egg of real-time marketing. However, it is not always possible for many small businesses. But that does not mean that small businesses cannot cash in on RTM.
Mobile technology plays perfectly into the hands of RTM. Location-based marketing is a type of RTM as you can attract customers with offers in real-time when they are in the vicinity of your store.
Location-based marketing uses a mobile technology called geo-fencing. It allows you to set up a perimeter within walking distance of your store using Bluetooth or wi-fi locations.
When a subscribed customer enters your geo-fenced perimeter, say within 100-200 meters of your store, they will receive a text message offering your latest deal.
Geo-technologies give you the opportunity to increase traffic to your bricks and mortar store simply because they are in the area. Geo-fencing is a powerful technology that can efficiently increase sales.
However, for geo-fencing to work effectively, customers must give you permission to send them notifications. You can do this by launching an SMS marketing campaign and requesting people to opt-in via your website or sending an SMS.
Responsive marketing is similar to RTM, but creates near-time insights after the event rather than in real-time. Like RTM, social sentiment is the best approach to take advantage of marketing opportunities providing there is relevancy to your brand.
The biggest difference between responsive marketing and RTM is the former takes cues from consumers. From a tactical point of view, listening to how people are reacting to an event or sentiment provides inspiration for you to be engaging.
Marketers looking to add tools and strategies to branded campaigns could benefit from using SMS marketing services with real-time and responsive marketing tactic.
For more information about text messaging services contact JookSMS.
