Real-time marketing is a serious mandate for brands, but the average execution now is “just another quick-serve digital ad” with no lasting impact, says Napkin Labs’s Riley Gibson. Here, Gibson discusses how to turn these moments into something more.
Marketers are now in a very unique position to be able to communicate in real time with consumers. In the past few months, we’ve seen real-time marketing transformed into an essential component of any digital marketing strategy.
Marketers are now in a very unique position to be able to communicate in real time with consumers. In the past few months, we’ve seen real-time marketing transformed into an essential component of any digital marketing strategy. Brands are building out entire teams and resources to be able to insert themselves into in-the-moment conversations. When done correctly, the consumer response has been outstanding. With no need for details, the now famous “Dunk in the dark” Oreo examplegarnered a phenomenal number of “Likes” and retweets. However, these simple interactions only begin to scrape the surface for brands looking to connect with consumers. These interactions are, at their foundation, added brand equity noise with little to no actual revenue-bearing value to brands and to the overall business strategy.
Wharton marketing professor Jonah Berger responded to Oreo’s campaign in a recent article inWired: “ . . . is this going to sell more Oreos at the end of the day? Hard to tell. [But] it definitely makes the brand seem like a more clever, more interesting, sharp brand. So in terms of brand equity, this is as effective, if not more effective, than just showing another Super Bowl ad.” However, that’s just it–social gives brands the opportunity to go above and beyond what just “another advertisement” offers. Currently, real-time marketing is just another quick-serve digital ad resulting in fleeting interactions.
The question is: How can brands turn these real-time marketing moments into opportunities to build deeper, more insightful connections?
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