Brands continue to capitalise on the speed and immediacy of social media platforms to great effect. Responding to events in real time offers a unique opportunity for marketers to engage with audiences in a uniquely empathetic way. Disrupting the moment and redirecting the buzz from a popular event towards the particular agenda of a brand is a powerful and cost effective way to communicate with relevant audiences.
Arguably, the most famous example of real time marketing came about during the Superbowl blackout of 2013. When the power went down and millions of people turned to their smartphones for entertainment in the interim, Oreo were able to harness the attention of millions of people with one smart, perfectly timed tweet. The tweet, which read ‘You can still dunk in the dark’ reverberated way beyond social media platforms and Oreo were subsequently held in high esteem as a brand that truly understood the importance of real time marketing. The fact that they had a war room in place, poised and ready to capitalise on any given opportunity, did nothing to diminish the positive reaction to the post.
Consumers are developing more complex relationships with their smartphone in a way that hasn’t been seen before with other technological devices, the need to ‘check’ smartphones is a compulsion brands are keen to capitalise on. A recent survey showed that adults are increasingly dependant on their smartphones. With over two thirds of smartphone users keeping their phone by their bed while they sleep and a third of smartphone users waking up in the night to check their phones. Smartphones are becoming a modern digital addiction. Surprising results from one recent study revealed that 30 per cent of smartphone users between the ages of 18-34 are potentially addicted to the device. Interestingly – 18.9 per cent of 35-54 year olds are also potentially addicted to their smartphones, suggesting that this is no longer a phenomenon is exclusive to the younger generation.
Psychologists at East Carolina University conducted the study and the conclusion was supported by a combination of attitudinal and behavioural indicators – to include a heightened level of anxiety in the event of separation from smartphones. The study also showed that advertising on social media platforms tends to be less effective on both digital ‘addicts’ and younger people. Marketing is far more complex than before – exposure to advertising is no longer one of the most important elements. Successful campaigns now feature tailored messaging that is designed specifically for the desired audience. Furthermore, it is increasingly important to ensure that campaigns are created explicitly for a particular social platform.
The rules of engagement are ever changing. Arby’s enjoyed great success with a proactive tweet to Pharell Williams during the 2014 Grammy Awards with a cheeky comment about the similarity between Pharell’s Vivienne Westwood hat and the hat, which is featured as a part of the Arby’s logo. Pharell responded to the digital heckle with good humour ‘Y’all tryna start a roast beef’ and the rest is history.
The successes are well noted. However the very same brand were involved in a twitter exchange with Jon Stewart, presenter of The Daily show. Not only was the very public reaction (on the daily show) overwhelmingly negative but the incident also provoked speculation that Arby’s were paying Jon Stewart as part of a contrived attempt to secure air time for the brand.
This is a great example of why market research and media agencies must be aligned in order to successfully deliver brand messages to the right audiences at the right time. Implementing real-time market research to develop an understanding of the generational differences in media usage is crucial to tailoring messaging to the appropriate audience. Market research shows that the younger generation (18-35) spends roughly an hour more per week engaging with media outlets and platforms than the older generation (35+). Similarly, the usage is comparable – people engage with various media platforms to read the news, listen to music, check the weather and catch up with friends. The real generational difference lies in how people engage. The 18-34 age group use smartphones to access various media outlets, whilst the 35+ group use a PC or laptop as their primary means of media consumption.
Real time marketing needs to cover two angles. Firstly, as a means of matching the messaging to the customer and secondly as a way of monitoring the reaction to marketing promotions in order to measure the effectiveness of campaigns and understand failings. Whilst traditional online panels and surveys can be employed to ascertain the continually evolving media usage amongst diverse audiences, market researchers must be prepared to move fast and develop new tools and processes for measuring the reaction to real time marketing. Surveys and studies need to be fast, accurate and easy to complete in order to provide timely and meaningful results.
The only thing that that is certain in the current marketing climate is that change is consistent. Organic, user generated content populates social media platforms – brands, marketers and market researchers must be aligned in order to be fully prepared and equipped to respond quickly and effectively to developments in real time.
By Morten Strand, chief executive of Cint.
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