A discussion around the sustainability of real-time marketing efforts for brands and our approach at Innocean USA on how we applied it to the launch of our mobile app for Hyundai.

1. THE LATEST ADVERTISING
GIMMICK OR AN OPPORTUNITY
FOR REALTIME RELEVANCE?
REAL-TIME MARKETING //

2. MORE THAN JUST OREO AND
#ROYALBABY, RIGHT?REAL-TIME MARKETING 101 //
This is what we think
of when it comes to
real-time marketing.
Social posts that are
part of trending
conversation, to get
people to pay attention
to us. And now, it has
become increasingly
noisy in this space.
Is this the best we can expect from RTM? Is this sustainable? How can
we elevate this practice into something really worth talking about?

3. SO WHAT IS RTM?REAL-TIME MARKETING 101 //
Or to put it in another
way, real-time
marketing is about
messaging. Or, is it?
Why does it have to be about something we say? Why can’t RTM be
something we do or create for people?

4. AND I DON’T MEAN THIS...REAL-TIME MARKETING 101 //
Just because
we can, doesn’t
mean we
should. This will
not be
sustainable.
How can we make RTM less of a gimmick and more of a real opportunity
to inspire creativity and value?

5. SOMETHING LIKE THIS...REAL-TIME MARKETING 101 //
Real-time marketing
doesn’t have to be a
stunty, shouty message
screaming for
attention. Sometimes, it
could be something of
value to people.
And it doesn’t have to look and feel like a punchline or a witty tweet.

6. IT STARTS WITH LISTENINGREAL-TIME MARKETING 101 //
As with any informed
marketing, it all starts an
understanding of the
conversation and/or
behaviors taking place.
Listening provides us with
the context that’ll inform
our work.
We also need to think about how we can use listening to inform every
other aspect of our work, beyond just creating social media posts.

7. AND FINDING THE RELEVANCEREAL-TIME MARKETING 101 //
Coming-up with a
clever punchline to a
topical conversation
is only part of it. We
need to figure-out
how our brand is part
of the conversation
and the value it
provides our
audience.
And we should practice patience and restraint from feeling like we need to
be a part of every trending conversation.
BRAND AUDIENCERELEVANCE
Belize Tourism Board in
response to the mention
of Belize on Breaking Bad
Bud Light trying to jump
on the popularity of the
return of Breaking Bad TV
show.
The Lakers want us to
#NEVERFORGET about
what, exactly?

8. OUR APPROACH ON RTMREAL-TIME MARKETING 101 //
Informed by data and insights, our approach to RTM goes beyond a clever
tweet or FB post.
data-driven
social listening
cultural insights
Input Output
strategy
communications
product development

9. SOMETIMES WE CAN PLAY
ALONG WITH EVERYONE ELSEREAL-TIME MARKETING 101 //
But we can’t always rely on luck and something to fall into our laps so that
we can create something in real-time.
By coincidence, we
happened to have had a
shark-themed graphic for
our Chop Shop builds. And
we felt that our community
would respond well to this
post. Luckily for us, we
were right.

10. SO, HOW DO WE USE DATA TO
INFORM OUR EFFORTS?REAL-TIME MARKETING 101 //
Work with all your partners to look at the data in different ways to create
opportunities for targeted and relevant content.
We used science, data and a
little creativity to keep the
conversation going. Rivalry
was a key element to the
Chop Shop experience.
Using hyper-targeted
Facebook Dark Posts, we
were able to optimize
engagement and sharing.

11. DATA AND SOCIAL LISTENING
CAN ALSO INFORM HOW WE
APPROACH CAR CONFIGS
REAL-TIME MARKETING 101 //
We’re constantly looking at the user data to inform our strategy and future
development of the Chop Shop experience and how we approach the Build
& Price tool on hyundai.com

12. SUMMARYREAL-TIME MARKETING 101 //
Use listening tools and find relevance for your brand and
audience in your real-time marketing efforts
Use your available data, glean from cultural insights to inform
your strategies and ideas
Think of real-time marketing beyond that catchy tweet or
Facebook post
Practice some restraint. Just because you can, doesn’t mean you
should.