Inbound Marketing in a Real-Time World
So it’s the “Year of Real-Time Marketing” and in an inbound world where strategies, calendars, and deadlines rule, the concept of RTM can at times feel like climbing Everest to an inbound marketer. Abandoning the outlined course to meaningfully respond to content that has moved to the top of the news queue or has gone viral is no easy feat and actually may not be necessary.
The question about the effectiveness of real-time marketing has been abuzz the past few days and whether or not you should be participating boils down to this: If you aren’t going to do it right, don’t do it at all.
Ken Wheaton summed up RTM in Ad Age this week by declaring that real-time marketing “is noticed by few and forgotten by most”, and Peter Kim reacted to RTM efforts that surfaced during last weekend’s Emmy awards and asked, is it time to pull the plug on RTM?
Remember the RTM moment of the millennium (you know which one I’m talking about)?
Did Oreo brilliantly respond to this year’s Super Bowl blackout? Absolutely.
Did I too want nothing more than a sleeve of cookies to dunk in the dark? More than anything in the world.
But this opportunity, to create something meaningful at a moment’s notice, occurs so infrequently and poses so much room for error that you have to ask yourself: is it worth it?
What can inbound marketers do to compete in this real-time marketing arena?
Seems simple enough, right? Your parents and professors weren’t wrong when they continuously advised you to be a reader. Update your Feedly account today with the blogs of the companies and thought leaders you admire in and out of your field, you never know when inspiration will strike. Take this information that you read about and then write about it that day or that week.
Take a stab at Almanac Marketing
Leverage designated holidays, nationally established celebrations and cultural moments (both well-known and more obscure) to plan content accordingly while still being timely. To get you started here is a thorough list of American Holidays. If you work in the food industry – you’ve just hit the jackpot. You can start planning your Chocolate Covered Anything Day campaign now.
Start a Conversation
Engage in real-time conversations and dialogue with customers, companies and people and focus on the value of your return on relationships. How can you be providing exceptional customer service in real-time? How can you positively impact your customer’s experience with your brand? Pay attention to the news cycle and see what you can confidently talk about with the people in your circles.
It’s okay to take baby steps when entering the big pool of real-time marketing, inbounders. More are toeing the water than you think.
Are you an inbound marketer with thoughts on real-time marketing? I want to hear from you.