Room for Growth in Real-Time Marketing

Oreo is perhaps a leading case study in rapid response to customer events via on-time and relevant messaging. Their tweet following the blackout at the super bowl was a real winner. Mostly because of the timing and creativity of the response. In case you missed it:

What this confirms is that brands must be ready at the spur of the moment to respond to market activity in a manner that sparks conversation and brand relevance. eMarketer recently released some data on the number of companies engaging in this practice known as real-time marketing.

Creating real-time responses to customer actions is still a relatively new practice. It requires an understanding of how real-time marketing works, investment in the proper tools and technology, and ideally, integration of the marketing program across all channels.

In this type of environment, first-mover advantage is huge. The companies that move fast in response to trends, customer feedback, and marketing opportunities will find unique windows in which to pioneer custom engagement.

“The key to real-time marketing is to then use data and analysis to deliver real-time messaging through automated technology, which can rapidly respond to customer actions by pushing out ads, marketing collateral and other content to the appropriate channels.”

Listening tools and active participation across all channels is critical for timely and relevant brand engagement. Those who embrace this reality will face a real chance to shine across all devices.

Timing is everything.

(Image credits.)

 

 

Nonprofits More Likely to Be Present On Social Media

According to eMarketer, nonprofit organizations operating on tight budgets want to generate as much publicity and excitement as possible surrounding their initiatives—and at a low cost. To do so, a considerable percentage are turning their attention to social media to communicate with constituents and encourage sharing among fans supportive of their cause.

An October survey of US nonprofits by VerticalResponse, a self-service marketing platform for small businesses, found that more than three out of five nonprofit organizations reported spending more time on social media than they did a year ago. Only 4% of respondents said they spent less time.

And nearly two out of five nonprofits reported devoting 6 or more hours per week to social media. Respondents cited finding content to share as the most time-consuming aspect of social media engagement, a point of view that seems to cut across businesses.

For the full article, click here.

Hub 81 is a digital marketing agency based in Santa Maria, California helping clients activate awesome brand experiences. Contact us today to learn more about how we can help with your marketing and communications needs.

 

 

How to Thrive in a Saturated Social Media Marketing Environment

The Association of National Advertisers recently released data shows that the percentage of marketers who are using social media edged up just 1% over the last year, from 89% in 2011 to 90% this year.

Slow growth but significant nonetheless as this data confirms that more and more people are grasping the concept of social media and running full speed ahead. But therein lies the problem. Success in social media and digital marketing is not based on speed but rather quality engagement.

Brands must realize that this isn’t a race.

We’ve witnessed several accounts on sites like Twitter where brands seem to have given up on the opportunity of social. The new media arena might offer cost effective opportunities but the trade offs come in the amount of time and effort required. You have to be present to have a presence.

How do brands succeed when everyone is using or at least giving social media a shot?

Here are three tips for standing out from the crowd:

Have Fun

It’s okay to be polished and sophisticated but let go! People are online because of the fact to connect with interesting people and engaging content not the boardroom.

Experiment

Sometimes it’s great to be first. The brands who are playing around with the new kids on the block like Pinterest are finding great returns in the form of awareness and publicity. Take those who are moving their websites to Pinterest for example.

Know Thyself

Look in the mirror. It’s the best thing a brand can do and opens the window of opportunity for some deep self analysis in the form of questions about purpose, passion, and focus. Consumers have a knack for pointing out a brand’s flaws which means marketers better be ready to respond. Oh…and when you do respond please be swift.

As more and more brands jump on the social bandwagon, we’ll find countless examples of how not to engage in social media marketing. However, there will be champions of engagement and it’s up to us to thrive.

By the way…we can help your brand move the needle of appreciation into new arenas of visibility and consumer engagement. Just drop us a line.