Increasing brand visibility through real-time events and news has become standard practice for most companies today.
We speak precisely of the so-called Instant Marketing or Real-Time Marketing, one of the best and most effective ways to attract customers' attention. This is now a well-established technique, especially in the last decade, that is, with the rise of the social media.
This communication strategy is very popular, and thanks to social platforms, trends and information can be conveyed quickly and globally.
So, making real-time marketing means riding the wave of the moment and exploiting current news in the shortest possible time, focusing on creativity and timeliness.
Let's find out together how Instant Marketing works and how it must be applied to be successful.
What is instant marketing?
Instant Marketing is a specific discipline of the marketing branch that is based on the immediacy of businesses in the Respond quickly to actions happening on social networks and in real life, structuring a post or campaign that relates to a particular incident that occurred.
It is an innovative communication technique that takes advantage of the instant content, that is, those that have an immediate consequence the moment we write or share them.
In simpler words, Instant Marketing is composed of actions that respond to specific hot and topical issues to enable companies to Getting into the flow of conversations.
This is possible when a company's product is related to a viral event that is taken up in a joking and ironic way.
This real-time approach uses any event, whether it is a sports victory, the behavior of a VIP, or a new scientific discovery.
Instant marketing is finding wide use thanks to the power of social networks such as Facebook, Instagram and Twitter who can spread any topic or trend globally in a matter of seconds.
The importance of trends
People increasingly aspire to launch or be part of the trends of the moment, of social media challenges and trending topics, sharing their opinion, creating gifs and memes, and getting involved with gamification mechanisms.
There are plenty of examples, such as the famous smartphone video game Pokémon GO, for many months topped the trends on social media. From VIPs to ordinary people, everyone was obsessed with this game.
In the wake of this trend, marketers have taken advantage of the current trend to promote services and products by building engaging campaigns for customers.
After all, the main purpose is one: listening to its customer base, intercepting their tastes to understand what they like and what content they value most.
Like any other communication strategy, Instant Marketing has evolved over time and is increasingly customer-focused, while still keeping a keen eye on current trends.
Specifically, all available customer data is analyzed in real-time to decide which type of post or content to create and which social channel to use to spread it. So it's not just a matter of riding the hottest topic at a certain time.
This is because the various contents must still be identified with one's target audience in mind, so as to Avoid image damage or campaigns with the wrong message.
The downside of Instant Marketing is precisely the excessive levity or superficiality with which content involving more sensitive issues can be structured. In short, if proper care is not taken, there is a risk of running into gaffes and misunderstandings as some posts may offend the sensibilities of a part of the community.
Today to find out in real time which issues are causing the most discussion just log on to Twitter to find all the hashtags and trending topics of interest or rely on Google Trends, a very useful tool for deriving information on popular interests and topics, broken down by categories and geographic regions.
Key points and benefits of Instant Marketing
To define an Instant Marketing campaign that is successful, it is necessary to consider several elements that contribute to satisfactory results and attract more customer interactions.
Here are what the focal points of real-time communication are:
- Creativity: is the first watchword for making content that is suitable and can quickly arouse people's interest. Only by doing so can you intrigue the audience and Push users to share. It is essential to be as creative as possible, as well as original, funny and with a touch of irony that never hurts.
- Importance of the event: The effectiveness of Instant Marketing is measured by the news to which it refers. In fact, the more sensational and widely circulated the event is, the greater the the impact on customers Who will be more likely to disclose the content.
- Timing: In Instant Marketing campaigns, one must always "stay on the ball." So, it is really crucial to immediacy in conveying content as it is timing that makes the difference. Everything must happen quickly with respect to the event to take full advantage of user interest.
- Being able to intercept: marketers must know how to use to their advantage the circumstances that can bring an increase in the 'engagement, so as to get more shares and help make the topic go viral.
However, Instant Marketing is a highly useful communication strategy for companies that can ensure a wide range of benefits:
- Increase brand visibility, both offline and online;
- Increase customer engagement on company social profiles;
- Differentiate the brand from major competitors in the industry by highlighting its identity;
- Improved brand reputation, awareness and popularity;
- Improve turnover and sales through higher conversion rates.
Regarding the last point, the main goal of Real-time Marketing is to make branding and engagement, but to take it for granted that you will be able to get direct conversions is very optimistic because it is all about creativity and engagement.
This means that being creative and at the same time getting a good conversation rate is very complex.
How to implement a proper instant marketing strategy
A company that wishes to use Instant Marketing properly must be able to produce campaigns based on a clear strategic plan, without leaving out any details. It is good to take into consideration some elements such as:
- Listening and mapping interactions: before starting an Instant Marketing activity, it is important to rely on tools for analyzing conversations and interactions with users to understand their interests and anticipate their tastes and desires.
- Fixed recurrences: It is true that this type of marketing management is based on real-time events, but many can be organized in advance, as in the case of national holidays and world events. In this way, campaigns can be carefully planned.
- Events related to the enterprise: events proposed by the company itself such as the launch of a new product, a webinar or an editorial plan including blogs and social to monitor comments and reactions in real time must also be considered.
- Suitable images: It is good to employ original and sympathetic images through which to offer new and intriguing content. Therefore, it is preferable to have a team of graphic designers who know how to work on the communicative capacity of images, focusing on imagination and creativity.
Examples of good and bad Instant Marketing
There are plenty of positive cases of Instant Marketing around easily, both nationally and internationally.
Indeed, there are many well-known brands that have embraced such Real-time Marketing strategies, and loyal users now eagerly await the next special contents.
A prime example is the company producing the board game Monopoly. In April 2018, the Facebook page featured the post "From us, citizenship income has been guaranteed since 1935! Here's how much each player gets to start his game," which referred to the approval of the Italian Citizenship Income.
Monopoly's social stunt is highly appreciated and reaches more than 1,700 shares in a short time.
Also very funny is the social post launched in late 2018 by theIKEA following Italy's elimination from World Cup qualifying by Sweden. As an ironic apology, the Swedish company shared a photograph of a wooden bench with the inscription "To make it up to Gian Piero, we are giving the bench to him."
Also on the football theme remained the Barilla, which mocks the Italian national team after its defeat to Uruguay at the 2014 World Cup by dedicating a nice post to it with the words "They cooked us in 90 minutes!"
More recently then can be reported the case of the South Korean series Squid Game, a big hit on the Netflix platform, which has led to the notoriety of traditional Asian cookies, sparking global interest in the product and sparking a war between companies to receive more comments and likes.
It is evident from these small examples that to make the good Instant Marketing great timing is needed to catch the right moment, a lot of imagination, humor and intuition about what the audience may like.
On the other hand, however, interacting on social media can prove to be. a double-edged sword as it is highly recommended to post only quality content that is not offensive or misunderstandable to the reader.
The first good rule for those who want to focus on an Instant Marketing campaign is. Never refer to negative or dramatic event. This is the worst way to do marketing as you are going to harm the brand image.
An emblematic episode of bad instant marketing is that of Groupalia Italy, the company that offers promotional coupons. In 2012, an hour after the earthquake that had struck Emilia-Romagna, the following post appeared on Twitter: "Afraid of the earthquake? Let's drop everything and run away to Santo Domingo!"
The idea quickly went viral, but with negative connotations and avalanches of criticism. Groupalia then had to promptly intervene to remove the tweet and publicly apologize for the gaffe.
Of a different kind, however, is the mistake made by the Chinese Huawei who to wish a happy new year in December 2018 published a tweet shared via Apple device, one of the main competitors on the world market. The post was of course removed, but the damage was done by then.