Real Time Marketing- A Review of  “The Script Of Improv – What Is (And Isn’t) Real Time Marketing” by Influential Marketing Blog

Before I delve into my thoughts, questions and summary points of this article I am sure some of you are asking the same obvious question I was when I came across this blog: “What is Real Time Marketing anyway?”.

On LinkedIn Real Time Marketing is defined as “Real-time marketing is marketing performed “on-the-fly” to determine an appropriate or optimal approach to a particular customer at a particular time and place.” A definition, however, I do not feel fully captures the essence behind this business “improv” so hopefully an example will be better able to convey this idea. Steve Hall ranked Charmin top spot on “10 Oscar-Worthy Examples of Brands Newsjacking the Academy Awards” for their twitter campaign during the Oscars which read “Good luck to the nominees tonight. Don’t forget to look down before your speech.” And had a picture of a woman in an evening dress with a trail of toilet paper following her on stage.

The Influential marketing blog goes on to discuss two different approaches to real time marketing. This blog was interesting because of its report style layout showing various pros and cons of both styles as well as who should use this tpe of strategy and why it works. The most surprising point I found was how often this type of marketing occurs and how it can be so well written that we can feel as if the brand we are watching update on our computer screen is actually a real person with a real personality. However, if this type of marketing is not handled in the right way, in the right context and targeted to the right audience it can be a major rsik of sending out the wrong message to your audience.

I would highy recommend reading both the Influential Marketing Blog on this subject as well as the article by Steve Hall because I feel this is a type of marketing we have no yet been taught about, yet we are exposed to it almost everyday.