Real-Time Marketing’s Secret is Relevance, NOT Speed

Real-time marketing first started to distract marketers after Oreo’s infamous Super Bowl tweet. The extra attention given to real-time marketing is understandable. Providing timely, relevant content to an audience is key to brands seeking engagement online. Oreo’s “Dunk in the Dark” generated more than 50,000 consumer actions in total just across Twitter and Facebook.

Last week we were reminded of real-time marketing’s unfortunate side when marketers tried to connect their brands to the royal christening. It’s an important reminder that real-time marketing success is as much about strategy and relevance as it is about speed and timing.

The Rest of the Real-Time Story
Oreo marketing execs are quick to point out that their success at the Super Bowl was 18 months in the planning. The brand’s Super Bowl presence was a part of the year-long celebration of its 100th birthday and included paid media in addition to the well-timed tweet.

And what Oreo shares with any other example of real-time marketing success is relevance. Most of the brands trying to draft off the royal christening considered the timeliness of their message, but not the relevance.

Gorilla Glue Tunes Into Real-Time to Break Out
To expand on a high level of brand awareness and compete in a $1 billion annual marketplace, Gorilla Glue saw a relevant way to use real-time marketing as part of a broader marketing strategy.

Building out from its first national ad campaign, Gorilla Glue created a spoof of Bruno Mars’ Gorilla video….48 hours after Mars’ version was first online. The spoof taps into the concept of choreplay to help consumers see the brand in a different light.

“We realized that we needed to build on the national ad campaign to reach our goals,” said Gorilla Glue vice president of marketing and innovation, Matt Kemme. “We wanted to do something unexpected to disrupt consumer perceptions of our brand.”

After just one week, the video’s generated nearly 100,000 views and, as part of a larger marketing plan, is helping Gorilla Glue reach its broader business goals. Gorilla Glue joins a growing list of brands tapping into the new for the right reasons — without losing sight of the bigger business picture.

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David Germano
David Germano

David is the VP of Content Marketing for Empower Media Marketing, and runs Empower's Content Marketing division, Magnetic Content Studios. For more than 14 years, David has been helping brands develop sustained content marketing strategies and operate like media to build their own audiences. David is often speaking on the topic, and is a guest contributor to Content Marketing Institute.