RealTime Marketing The Early Stages
The original commercials that air in the Super Bowl are planned extensively prior to that date, but no one could have predicted the blackout that would ensue after halftime at this year’s game. As we all know, it would be quite difficult to play football in the dark. Oreo’s brand team set the precedence of real-time marketing by posting a tweet in regards to the blackout, which relayed the message, “You can still dunk in the dark.” Many other companies addressed the blackout as well, but none as successful as Oreo, with more than “15,000 re-tweets” to date.
Oreo’s advertisement sparked the idea of real-time marketing in minds all across the world, and it makes us wonder how this tactic affects brand performance. According to Forbes.com, real-time marketing is important because if the ad is successful, then consumers will continuously talk about the brand or the product, which will enhance brand recognition. It is also cost-effective because it does not require a team to create and revise the ad well in advance – it happens on the spot. Social media plays a large role in real-time marketing because it offers multiple different platforms for instantly relaying messages. In addition, it provides the option of instant feedback from consumers – whether they are responding to the ad itself, or posting it to their pages or their friends’ pages.
This event poses another important question, which will affect agencies for years to come – Is real-time marketing just a fad? Probably not. As long as social media becomes increasingly popular and technology continues to advance, real-time marketing will be relevant, and potentially imperative. As a society that appreciates immediate satisfaction, we can only benefit from advertisements that are specifically geared toward our current situations. Also, in April of 2010, AdAge.com made predictions about how social media would impact marketing by 2012. The article predicted that real-time marketing would be “more prominent,” and considering Oreo did not create its groundbreaking advertisement until 2013, it seems safe to say that this is just the beginning of real-time marketing.