To deliver the right content at the right time and at the right place has become the focal point of digital marketing these past years. Ever since Oreo proved to the world that their cookie was the most versatile, brands have been attempting to reach a similar level of ‘social media nirvana’. It is indisputable that successful real-time marketing does conjure up an immediate and immense reaction. However this coveted marketing phenomenon now has a new competitor that is ready to steal the ‘audience engagement thunder’ in 2014. We’ve taken a closer look at the new darling of social marketing – here are our insights on real-time engagement
Real-time marketing vs. real-time engagement.
While real-time marketing ads seem to be conceived in the heat of the moment, reality is that they are often well thought out campaigns planned ahead of time. Though some of the magic may seem to disappear with this knowledge, the impact that real-time creates with the targeted audience is still quite mesmerizing. But what if the practice of real-time was to be reversed? Real-time engagement levitates real-time marketing. With close resemblance to active listening, real-time engagement allows the brand to become a part of the conversation rather than a continuous flow on a one-way street.
Real-time is not exclusively social
J. Crew recently exhibited a good example of real-time engagement. As a response to one customer’s open letter the company re-launched their classic 1990’s swimsuit style along with a personal note as a two page spread in selected printed media.
J. Crew managed to combine their active listening skills with a good portion of creativity making it clear to the world that the brand cares about their customers. This example emphasizes the essence of real-time. It is not just about social, but also more about taking a different approach on marketing through any given channel. We have listed 3 tips that will help you to boost your real-time engagement with your community:
1: Understand your brand’s tone of voice
Knowing and understanding your brand’s tone of voice is an important part of real-time engagement. Your tone of voice sets you apart from the masses and helps your target audience familiarise themselves with your brand and its values.
2: Understand your audience
It goes without saying that any real-time efforts are based on the brand’s primary audience. Knowing your audience’s expectations and personality is and absolute crucial part of creating a succesful interaction.
3: Preparation and planning
Successful real-time engagement is rarely ever a spontaneous happening, nor is it a simple streak of good luck. Knowing which events will be creating headlines and keeping an constant eye on trending topics that are relevant to your brand’s audience are both preliminary perquisites to creating an impact with real-time engagement. Make sure you have a set strategy that will allow your brand to be flexible and react to sudden shifts.