How do you define "real time marketing?" That should be the first question. If you ask most marketers, what's being classified as RTM, it's the content that is pushed out during award shows or big events with the attempt to be "relevant" and a part of the conversations, utilizing the popular hashtags at the time.
From what I've seen, people seem to be divided when it comes to RTM. I try to take the approach and see it from both a marketer's point of view, as well as the common consumer. Though I have to admit, I've recently come to the realization that I converse so often with those in my industry, it takes some effort and concentration to take the vantage point of someone not in marketing, and not be too quick to critique. On the flip side, I appreciate great marketing efforts and definitely give credit where credit's due.
I just finished reading this book (yes, an actual non-digital, hard cover book) that talks about RTM and how it's received by the social universe. The statistics show that it is indeed worth it to be a part of the conversation, using specific hashtags, as well as interacting with other brands. However, those are vanity statistics: likes, shares, etc. "Successful" RTM is like lightening in a bottle and too many people are trying to be like Jake from the movie Sweet Home Alabama and forcefully stage a way to catch it.
To some brand marketers, social media is still a shiny object, something new and fun, and they're not really sure what to do with it but they know they want to be a part of it. Even if you're late to the party, I do agree that its better late than never, however don't forget to ask what the attire is before showing up - aka study and take learnings from others in the industry who are doing it right. Being a part of an RTM event such as Super Bowl or the Grammys and planning a war room to attempt to make a big splash is not the best approach for everyone. It's definitely not once size fits all, and it can come off as lazy marketing if you are not careful. Think about it, you have "business as usual" and the normal way you are approaching social marketing, but one specific day, you decide to go all out, hoping to make a grand impression. Let's be honest, no one wants to be on the "brands that failed" section of Digiday the following day, so why do so many teeter on that line?
Questions you should consider before jumping in:
- What are your brand pillars?
- What is your voice?
- Can you tie this event/topic back to your marketing strategy?
- Are you prepared to ride the wave once you dive in? (aka, in order for your RTM to not seem like a one-off)
- Does it feel genuine?
Thursday, February 26th, I hated my industry. It was RTM at its worst, between llamas and #TheDress. I wanted to delete Twitter (temporarily of course) and was a little disappointed in a few of my colleagues who work with other brands and drank the Kool-Aid. **Examples: http://goo.gl/xpS9TK
In the end, the definition of RTM is in the eyes of the beholder, I guess similar to #TheDress. But there really shouldn't be "real time marketing" or "content marketing" or any other classifications. As a mentor of mine once told me, social will be considered purely marketing one day and in order to allow that merge to happen organically, we must stop classifying different types of social media approaches and roll it under one umbrella. One-offs sometimes strike gold, but in the end, a set strategy and having a declared approach to marketing efforts across the board is what brands should strive for.