Real-time marketing was all the rage in 2014, but the party is coming to an end. After Oreo’s hugely successful “dunk in the dark” tweet immediately following the lights going out during the Super Bowl, every marketer and brand has been desperate to capture the same magic. Unfortunately, that magic is turning into lots of cheap, poorly thought out noise instead of valuable content. Instead of exerting all your energy trying to be the first person to the punch with real-time marketing, try shifting your strategy to right-time marketing for better results.
Still not sold on the reasons why real-time marketing is bad? It’s a practice that focuses on speed over quality, which can have some disastrous results. For instance, DiGiorno Pizza was so quick to jump on the trending hashtag #WhyIStayed that they didn’t take the time to research what the phrase actually meant. In this case it was referring to domestic violence. Digiorno’s playful tweet “#WhyIStayed You had pizza” not only makes light of the issue, but also seems to encourage domestic violence. Yikes. The bottom line is that most real-time marketing is extremely shallow and extremely forgettable.
Right-time marketing is based on the same idea as real-time marketing, but it puts the emphasis back on quality. Instead of being the first person to a punch, right-time marketing is more about evaluating your data and your audience to find the best time to serve them content. If your brand isn’t relevant to a trending hashtag or event then don’t callously hop on the bandwagon. Stay true to your brand and your tone by delivering content that makes sense and has value to your user base. This strategy also gives you more time to plan out your message so that you can deliver the strongest message at the proper time.
Real-time marketing was a flash in the pan. Re-focus your efforts on quality content and appropriate timing to make the most of your brand’s potential!
Read the full article here: Why You Should Stop Real-Time Marketing (And What to Do Instead)