One of the biggest social media trends since 2013 has been ‘real-time’ marketing.
Who’s used it?
There’s been the Oreo tweet relating to the black out at the Superbowl:
The KitKat tweet relating to the ‘bending’ iPhone 6 plus:
And who can forget The Salvation Army’s tweet about the black and blue (or was it white and gold?) dress:
But can all these kinds of posts really be classed as ‘real-time’?
‘Real-time’ vs ‘Moment-marketing’
The most recent trend in marketing is ‘moment-marketing’. This is due to the fact that not all of these ‘real-time’ marketing posts are in actual fact posted in real time at all. It’s impossible for companies to keep up to speed on what’s happening around the world 24 hours a day, 7 days a week, especially out of working hours.
This is where ‘moment-marketing’ comes into play. Compared to ‘real-time’ marketing, ‘moment-marketing’ doesn’t always have to be posted as and when an event takes places. In fact the events could be days before an event or even days afterwards, it’s more about posting in those crucial moments when it’d be beneficial to your business.
There were many businesses in and out of Leicester who picked up on Leicester City Football Club doing so well and winning the Premier League:
Why should ‘moment-marketing’ be a part of your social media plan?
‘Moment-marketing’ allows businesses to reach out to their clients/customers in a time of need and interest. It’s a way of engaging with people who may also be talking about the same thing.
However, ‘moment-marketing’ needs to be to planned, and be done correctly, or else it could go horribly wrong!
Plan in advance which events could relate to your business. Warburton’s used a clever example of this when the Royal baby was born: