Category Archives: Brand Marketing

Real-Time Marketing: Explained with Examples

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.

Oreo Cookie

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”. 

Oreo Super Bowl

Arby’s

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!

Arbys

Angkas

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.

GrabFood

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’.

ASOS

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.”

asos real time marketing

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. 

Final Thoughts

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!

WHY & HOW Brands Need To Prioritize Social Media Response

Let’s say you’re in a group discussion. You actively share your thoughts and opinions but no one acknowledges you. How does that make you feel? You maybe feel stupid for trying to participate. No matter how you feel, it creates a negative association with the host, co-attendees, and event.

The same goes to how your customers feel when they leave a comment on your social media platforms without being acknowledged. Whether or not you respond, how you respond, and how fast you respond, all go into your customer’s experience in engaging with your brand. And it leaves an impression – good or bad.

So, to ensure to a positive impression, learn why brands need to prioritize social media response:

1. Customers Are Shifting To Social Media For Support

Quicker than email and phone call, there are plenty of reasons why consumers prefer social media as a support channel. Although phone and email might be seen as major channels, the boom of social media questions isn’t going away.

Photo by Tracy Le Blanc on Pexels.com

2. Fast Social Media Response Results To More Loyal Customers 

Salesforce, reports that:

  • 80% of consumers prefers to stay loyal to a brand that replies in an instant.
  • 71% highlights the importance of 24/7 customer care as their main influence on loyalty.

Recent research from Gartner notes that customers are significantly more likely to stick with a brand long-term when their service expectations are met. And, repeat customers and brand advocates are here to stay as long as their queries and concerns are being attended to. 

When a customer calls you out on social media, all eyes are on you. How you handle a customer complaint and how quick you respond can turn a negative comment into a positive social media feed. These types of interactions can actually help you earn more loyal customers and even attract new customers.

In addition, being active on social media can establish you as the go-to expert in your niche that will lead people in to your page.

Photo by Tim Douglas on Pexels.com

3. Fast Replies Give Competitive Advantage

In relation to the previous point, by quickly responding to social media queries can keep customers from bouncing to competitors’ page.

Photo by Pixabay on Pexels.com

4. Social Media Comments Can Improve Products/Services

Listening to what your customers have to say via social media is essential. And sometimes the comments can help you identify gaps in your product and service, which you may have not otherwise noticed.

Did you know that the Netflix ‘n Chilled flavor of Ben & Jerry’s Ice Cream is a product of social media comments and mentions?

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All had been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

5. Consistent and Professional Responses Gets Positive Reactions

When responding to social media comments, maintain a professional approach, and retain a style of writing that is in line with your brand’s overall persona. The aim should be to sound personable and approachable while resolving issues or answering questions.

If you use humor, emojis and GIF’s in your social media responses, ensure that you are still addressing the concerns. If you don’t have a quick resolution or answer, acknowledge that you have noted the customer’s comment and you will get back to them within a specific timeframe. 

Photo by Andres Ayrton on Pexels.com

Now that you know why you need to reply as soon as possible to social media messages and comments, here are the ways how to speed up:

1. Use Automated Replies

When it comes to social questions and comments, chances are you have your “usual suspects.”

If you are an airline company, expect that you will receive a lot of questions about rebooking or cancellation.

Having automated and suggested replies are handy. It can help you take care of such questions without having to write them out manually. The idea is to respond as soon as possible with the correct information. 

Not only is it a massive time-saver, but also, maintain accuracy around key messages like brand voice, while freeing up more time and bandwidth for your social team to add the personal touch to consumer care.

Don’t forget to template your response well and make sure it still looks personalized.

Photo by Cristian Dina on Pexels.com

2. Strategize How To Answer Negative Comments

It may be your least thing to do but nonetheless, you have to answer them or else your customer will overpower you.

To respond to them effectively, work with your team to develop standard responses that are both helpful and neutral.

If a customer has a more complex issue that requires multiple back-and-forth messages or exchanging personal information, request to move the conversation to a DM. In this way, you can protect your company from the bad perception you current and future shoppers might have.

Photo by cottonbro on Pexels.com

3. Prioritize Based On Urgency

Pick your battles.

We all know that not all messages are sent to our page nor negative comments posted on your page. Some customers choose to post their sentiments on their own Facebook or Twitter pages. And this should be prioritized because this will impact your reputation on people who are friends or follow them.

Response time is critical when dealing with a potential social media crisis such as an outage or offensive post that’s gone viral.

Photo by Andres Ayrton on Pexels.com

Social Listening: Ben & Jerry’s Ice Cream

Listen before you speak.

Have you ever wondered what customers think of your brand? What issues do they care about?

Social Listening has risen to so much fame because of its integral part in helping brands uncover ways of improvement. Marketers have been using their social channels to survey audience since forever and Social Listening is taking this surveyship to the next level.

What is Social Listening?

Social Listening is analyzing the conversations and trends happening on social media about the brand and industry, and using those insights to make better marketing decisions. 

It includes reading comments and looking for online content to check on customer sentiments. Sometimes, these sentiments are negative, but don’t fret, these are great guide for improvements.

To mention a few benefits, Social Listening helps structure future campaigns, improve content strategy and messaging, outperform competition, construct an effective influencer program and even build more impactful brand partnerships. In addition, it is a good medium to find out what the customers talk about and figure out a how to build brand presence and put yourself into the conversation.

It’s not an entirely new approach, brands have been trying to gauge the opinions of the public and their customers through surveys. And now that people are conversing online, it’s up for brands to cope up.

Social Monitoring vs. Social Listening

Monitoring tells you what, listening tells you why.

Social Monitoring merely keeps track of social media mentions and conversations. However, without the analysis and actionable responses, brands cannot sufficiently meet the needs of its customers. On the other hand, Social Listening finds root causes behind social conversations and implements long-term strategy changes.

Ben and Jerry

Social Listening comes in all shapes and sizes.

Ben and Jerry’s spends a huge chunk of its marketing budget on social media advertisements to promote their ice creams. Following the common sense, they allocate more budget during the summer season when it’s sunny and hot. 

All have been running smoothly until a snowstorm hit New York City. They decreased the ad budget assuming the last thing people want during cold weather is a cold dessert.

Upon checking the ad’s performance in New York, click-through-rates jumped up and sales figures came through.

The company checked Twitter and Instagram and noticed there was an uptick during poor weather, particularly when it was rainy. It turned out that when rain forced people to stay in watching films, TV, or Netflix, they wanted ice cream to go with it. 

This opened up a whole new area for Ben and Jerry’s to target. Now, they would look for rain in the forecasts, as well as sun, and adjust their marketing plans accordingly.

They even went a step further and created a flavour just for this purpose: Netflix & Chill’d.

This was all achieved with a very simple social listening approach, and it worked wonders for Ben and Jerry’s. 

All too often, we’re guessing, not listening. We’re making tactical moves, not strategic ones.

By listening to your audience, you can see a window into their candid thoughts and feelings, and gain important insights into their purchase behaviour.

Did You Know That The Oscar Selfie Is Planned?

The viral Oscar Selfie posted by the host Ellen DeGeneres with A-listers – Brad Pitt, Julia Roberts, Meryl Streep, Jennifer Lawrence, Bradley Cooper, etc. was actually part of Samsung’s $20 Million advertising campaign to promote the Galaxy Note 3, the phone that took the photo.

Samsung Electronics Co. is one of the major sponsors of the 2014 Oscars.  The company sponsored the Green Room at the Oscars and according to Architectural Digest, the company created a massive video wall composed of 86 televisions, smartphones, and tablets. Also, AdAge said that it bought five minutes of airtime. However, the brand’s biggest exposure was when Ellen DeGeneres initiated a selfie using it. 

The stunt may have looked spontaneous but it wasn’t entirely unplanned. Days before the show, Ellen DeGeneres decided she wanted to take “selfies” during the show and ABC suggested she use a Samsung since it was a sponsor.