I would like to see what you can do in real time for brands ads we publish.
My Coupon Genie
What if you could find the specific social conversations that your most coveted target audience was engaged with at this very moment and introduce your brand into that conversation at almost no cost – wouldn’t you do so?
Today we are excited to announce the launch of a new Real-Time Marketing solution that makes it easy for marketers to do just that.
With our platform, brands can easily find and join the trending conversations of their customers, prospects, and advocates — as they are happening. Marketers can now execute marketing tactics akin to Oreo’s famous tweet from the Super Bowl blackout, efficiently and measurably 365 days a year.
For example, using the Real-Time Marketing Platform, brands and their agencies can:
Identify a group of key advocates (let’s say they are coffee lovers)
Locate a topic trending among that group (a recipe for homemade Cronuts for example)
Develop a piece of content to align the brand message to that trending conversation (Cronuts and coffee, anyone?)
Launch the content message into the marketplace using their owned channels, employees, or advocates
Measure the impact on the brand
It’s a straightforward, fast, and scalable way to attach to conversations that matter the most to a brand. Read on for more details or see TechCrunch coverage of the launch here (LINK).
The crux of this new capability is that it enables brands to focus on the places where they know with 100% certainty that their target segment is paying attention.
Over the years, measured media’s (TV, radio, magazines, and even digital display advertising on the web, etc.) ability to reliably deliver the attention of a brand’s target audiences has waned. These channels are still the simplest way to get a message in front of a large audience and deliver purported reach, but increasingly that audience is not engaging with the content. Instead they are engaging in the digital conversations that surround the content. Their attention moves rapidly from conversation to conversation and it rests everywhere but on the ad.
This lack of focused attention introduces a huge issue for brands: targeting and then reaching an audience that is actually paying attention.
How can you run a brand marketing program when you can’t find your audience? What happens if your audience’s attention shifts constantly and at unprecedented speeds?
There is only one way to solve this targeting problem and it’s big data. Using our real-time marketing platform, we can solve the targeting problem and find the social conversations brands must engage with to earn the impressions their business needs to thrive.
This data manifests as a real-time visualization of every significant conversation a brand’s target segments are participating in at that very moment.
Just finding the trend in question doesn’t solve the whole problem. Brands need to move at unprecedented speeds in order to attach to a trend with a fast-approaching expiration date.
This quote from a recent Wall Street Journal article sums it up the best:
In the past … an agency on average might have produced three print ads and three commercials a year for a typical client. The Web, with its constant stream of new content, has changed the demand. “Now you have to do the equivalent of that every week.” (Jon Bond, agency exec)
Bond is essentially referring to the fact that over the last 24 months every brand has become a publisher, and that over the next 24 months every brand is going to become a real-time publisher. Plus, buying an ad near that trend isn’t going to get the job done. You have to change your mentality from a model where you buy a TV commercial during your target’s favorite show, to instead finding a way to seamlessly insert a memorable product placement into that exact same show.
Producing content of this quality on the timescale that real-time demands isn’t easy, but our platform surfaces the trends and helps distribute critical insights to all the right people across the brand and agency team.
Measurement is especially problematic for brands that want to embrace real-time marketing. A Nielsen box sitting on top of a television, or a monthly brand tracker study can’t calculate the brand value of real-time social engagement.
Marketers need fine-grained social data to measure performance, harness insights, and optimize tactics. Our entire Real-Time Marketing Solution is built on top of our social analytics platform. We calculate everything from simple metrics (subscriber growth) to critical brand metrics (like brand awareness) and we do it all instantly with big data.
This comprehensive measurement means we can offer detailed one-click reporting on the success or failure of a real-time marketing initiative so marketers can quickly optimize their next initiative, prove ROI, or just have a killer slide for their next meeting.
We are incredibly excited to bring this capability to market. We think it will transform how marketers go about the daily work of building their brands. Want to learn more? Register for a demo and we’ll help you accelerate your marketing into real-time marketing today.