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Why You Suck At Real-Time Marketing

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impatient-baby-meme-generator-nap-time-ain-t-nobody-got-time-for-that-4275eeThe concept of real-time marketing has been around long before Oreo’s much-lauded Super Bowl tweet, but social has accelerated its impact. Like every other “hot” trend, everyone wants in. I was having sushi dinner in Midtown earlier this week with a marketing exec from a very big Blue Chip brand, and she asked me about real-time marketing. Specifically, how the hell did Oreo move so fast? The easy answer is that the brand was already using the Super Bowl as a marketing platform and had a full team watching the game, ready for anything to happen. That’s a great approach, and they certainly got very lucky when a very unique incident occurred (the blackout).

But here’s the other, less sexy, more challenging, side to real-time marketing success (besides having great humor, precise timing, and a consistent brand personality) – changing your company culture. This is what I explained to my marketing exec friend. It’s not about a process manual, it requires intense adaptability and lightning-fast approvals (corporate red tape is the biggest obstacle here, in my opinion).

Good read by Digiday on agencies needing to reshuffle to excel in this area.


Feel like basking in even more unconventional marketing goodness?! Check out related posts:

Taco Bell Teaches Us About Real-Time Marketing

The Perils Of Real-Time Marketing

More Real-Time, End-Of-The-World Creative Marketing


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Growth obsessed startup co-founder (MusicBox) and strategist-for-hire.

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