As we move to an age of what some are calling “real time marketing” we need to consider how to make our marketing more meaningful. This past Super Bowl was a tipping point for brands who might have been on the fence about social media marketing. Efforts by Audi, Oreo and Walgreens highlighted how providing quick and contextual marketing during an event can breakthrough. This post by Jay Baer does a great job of highlighting how hard it is to do great marketing. Notice, I didn’t say great social marketing or great “real time marketing.” I said great marketing. Getting to great marketing is tough. It takes a near perfect storm of the right brand, the right team, the right opportunity and the right stage.
The key for making a lot of this work is being honest about the social currency your brand has. Not all brands have a natural social currency that leads to a natural intersection of pop culture (eg The Oscars) and marketing. Additionally, I can’t stress enough the importance of planning. “Real Time Marketing” or whatever we need to call it, isn’t just about events, it’s about being in the moment…and moments happen every day, not just during the Super Bowl, Oscars or Grammy’s.
I tend to think this is less about real time marketing and more about right time marketing. Real time marketing, as currently conceived, seems almost forced. It’s being fast for the sake of being fast. Right time marketing is more about making sure the right message, is delivered at the right time to the right audience. This isn’t easy. It takes work. It takes effort. It’s a process. It’s a marathon.
It definitely requires some new wiring internally. That re-wiring takes time. But, eventually the muscle memory gets there and it simply becomes the way you create amazing experiences.
As I turn the lens inward, we’ve evolved in the last year. I see progress every day. We, like many brands, definitely stepped up our game following the Super Bowl. For example, this effort by our Campbell Kitchen team during the Grammy’s sticks out as nailing the right moment with the right creative at the right time:
— Campbell’s Kitchen (@CampbellKitchen) February 11, 2013
There’s still work to be done. We’re not 100% bright. No one is. That’s the fun.
There’s a certain level of “geek” in all of us. It’s part of what gets us excited when we see a great ad. One of the most challenging things is balancing the inner-geek with what’s right for the business. The inner-geek wants to do the things that are interesting, cool, innovative and headline grabbing. But, I have a responsibility to my team, the great brands I work on and the company who trusted me in this position. The easiest way to temper that inner-geek is to remind myself it’s about driving a brand’s success, not my own personal success.