Five Fast Truths About Real-Time Marketing
via Ad Age by Ian Schafer
This entire post is MUST READ stuff in my opinion, but below are some of the very real truths about Real-Time Marketing’s evolution.
Real-Time Is Also About the Future
If brands want their content to be shared, it needs to be built that way. In this feed-dominated media landscape, there is more than enough data being generated every second for us to have the ability to make better decisions about what events and what kinds of content (photos, videos, etc.) will actually be shared. Successful brands will have real data inputs that enable them to confidently pre-optimize their content for sharing. Platforms or third-party tools will be integral providers of this data to brands. Cross-platform data will be the most valuable.
Real-Time Is About Reach and Relevance
Data will also inform a quicker decision-making process when it comes to planning and buying media, which must be closer in proximity to the content. Whether that means real-time content publishers are also buying media, or media buyers being more synergized with a publishing platform, time is becoming one of the most important factors when it comes to making real-time content work. As platforms’ native ad solutions mature, it will be integral for media buyers to help ensure that the right content is seen by as many of the right people as possible before the content expires. Furthermore, social platforms have become both publishing channels and media channels. We can publish ads and see how they perform before we invest media dollars in them. As we evaluate real-time content’s performance, we will no longer look at the number of retweets; we will look at that content’s velocity and reach. This represents yet another invaluable opportunity for brands to rethink their media-planning and -buying approaches—which must be scrutinized, as consumption habits have changed faster than brands have.
Real-Time Is Mobile First
"Feed culture" has reoriented our media consumption, from horizontal to vertical, and this change may be permanent. Real-time content works best in a feed, as that is typically the point of (re)sharing. One of the best side effects of being a real-time branded-content publisher is significantly improved mobile penetration—the majority of mobile-app usage is social in nature. It may very well be that many brands find that the best mobile advertising strategy is a good real-time content strategy.
Real-Time Is Operational
When brands have their “Marco Rubio moment,” they are expected to have a team of clever Photoshoppers and copywriters standing at the ready. But this is what agencies are for. Brands alone can’t just adopt a more real-time mind-set. Their agencies must evolve the ways they service marketers in an always-on world, and rethink at least part of the creative process. A “creative newsroom,” like we have in the Deep Focus Moment Studio, is one way. Other frameworks will emerge and will separate always-on agencies from those built for campaigns. I never thought I’d say this, but it is actually possible for at least part of an agency to be fast, good and inexpensive if you’re built that way.
While these truths are cornerstones of an effective real-time marketing strategy, the moves needed to make real-time a reality may be different for every brand and agency. But one thing is for sure: The biggest hurdle is the way we have always done things up to now.