This week I moderated another Social Media Today webinar as part of their Best Thinker webinar series, this time on the topic of: Real-Time Marketing Is So Last Year: Getting Ahead of Your Real-Time Data. This webinar was sponsored by Act-On Software and featured; Drew Neisser (@drewneisser), Founder and CEO of Renegade, Dipayan Gupta (@piron) Head of Social Media Marketing at New York Life Insurance and Janelle Johnson (@janelle_johnson), Director of Demand Generation at Act-On Software. We discussed the changes in real time marketing over the last year and what you should be doing to engage with prospects and aid conversions using real time marketing.
Here are 3 of the key take-aways:
- RTM really stands for three things: Relevance, Teamwork and eMotion - Drew gave us this great formula for success with Real Time Marketing using the RTM acronym. Preparing a bevy of Relevant content with your writers - the brand can't just be witty just once he said, having the Teamwork ready and rehearsed in all types of scenarios even disaster scenarios in case things go wrong, and aim to make an eMotional connection with your audience so its memorable.
- Test, test and test again! - Janelle talked us through how Act-On Software tests their content and then turns the results of the test into marketing segments. One example is testing content used in Pay Per Click ads and how that informs the type of content they offer on PPC ads versus on the website or other owned properties.
- Tell a "good" Story - Dipayan educated us on how a 130 year old firm like New York Life approaches real time marketing using real life stories and User Generated Content (UGC) that keeps engagement levels at a maximum with their audience. For more info see their campaign hashtag #KeepGoodGoing.
To get a copy of the slides or listen to the replay please click here. You can also scan the highlights of this webinar on Twitter by reading the following Storify: https://storify.com/socialmedia2day/smtlive-real-time-marketing-is-so-last-year-getti
Our next webinar is on Scaling Social Globally: Best Practices for Engaging With an International Audience be sure to sign up for it or view the schedule of other upcoming webinars.