Staying relevant has always been a challenge. Everyday, customers get bombarded by hundreds of ads and it’s up for us, advertisers, to up the game and standout.
How about riding on the current trending topic and playing around it? Since people are talking about it, why not use it?
Undeniably, Real-Time Marketing (RTM) is one of the best ways to channel the attention of the people directly to your brand. It can be used to increase the traffic of your website or the sales of your products.
What is Real-Time Marketing (RTM)?
Real-Time Marketing, also known as “on-the-fly” marketing, is a strategy that has reached its popularity in these modern times with the help of social media.
It is usually bold, loud, and attention-grabbing. It doesn’t require fancy technology, extensive planning or complex automation. All you need is some timing.
Basically, you’ll just utilize any current event to market your products or services.
By taking advantage of current events and fads, you’ll get the chance of having your products in front of an actively engaging audience.
Why Is Real-Time Marketing Useful?
People these days want to be a part of the current trends. When they see a lot of people are talking about something, they get the urge to engage and relate – which is what the real-time marketers take advantage of.
For a brand to stand out, relating to the current situation is a go to.
Top Examples of Real-Time Marketing
Several big brands use the real-time marketing strategy. However, only a few brands get it right.
Who doesn’t know Oreo cookies?
Oreo isn’t only known for its slogan – ‘Twist, Lick, Dunk’, it also gained its popularity in making creative ads.
During Super Bowl 2013, New Orleans faced a massive power out. And the marketing team of Oreo used the opportunity to promote on their Twitter feed.
They tweeted a photo of an Oreo cookie in the dark with the copy, “You can still dunk in the dark”, with the caption, “Power out? No problem”.
During the 2014 Grammy’s, singer Pharrell Williams wore a hat which is somehow the same with the logo of the popular restaurant chain, Arby’s.
Arby’s tweeted the singer saying “Hey @Pharell, can we have our hat back? #GRAMMYs”.
It was an instant hit among the Twitter users who retweeted for over 81,410 times! Using the hashtag even helped in reaching more people!
Angkas is a riding and delivery app that caters in the Philippines. They are notorious when it comes to RTM.
During the pandemic, most people were devastated because of the situation where no one is allowed to go out.
An unexpected scene was captured by a netizen where an Ostrich is seen running along a residential area in the metro. An Angkas rider was also seen in the video.
Few hours later, the marketing team of Angkas posted a promo code – “Ostrich” on their Twitter and Facebook page.
The company got a lot of praise by being fast and utilizing the situation.
Another food delivery app in the Philippines – Grab Food uses RTM.
A video went viral where a government official is seen explaining to Grabfood and other food delivery riders that Porridge or Lugaw, is not an essential need.
The post gained millions of views and received a lot of comments and reactions from netizens in a snap.
The day after, GrabFood posted on their Facebook page a promo code ‘LugawisEssential’.
The fashion brand – ASOS, accidentally printed 17,000 bags with a typo error. After receiving a few tweets from customers who have received them, they were quick to point out the mistake and poke a little fun at themselves on Twitter.
They tweeted, “Ok, so we *may* have just printed 17,000 bags with a typo. We’re calling it a limited edition.”
They showed a brave and brilliant move in acknowledging the mistake and took ownership of it, turning it into thousands of dollars’ worth of free publicity.
Real-Time Marketing can make or break your brand. Choose the perfect trend to ride on and make sure to make it humorous to appeal!
Do you know any other brands that use RTM? Share with me!