Advertisers watch what's trending and craft content to match.
|Scooped by Cynthia MacEachern|
This Wall Street Journal article discusses how advertisers are beginning to use social media for real time brand promotion and it focuses on the new tools that allow it. Marketers are interacting on social media and joining conversations in real time. The idea is active brand promotion to a highly targeted population. With video feed now possible through Twitter’s Vine services and Instagram, the tool set for brand management has just become more robust, and it has changed the nature of the marketing playing field again. The article offers useful advice about how to promote brands in real time. Among other things it suggests experimenting with new media, following but not joining conversations, and watching social media for flurries of activity.
More important than how to do it are the strategic implications of real time promotion. Real time communication is the important game-changer here-not the tools and methods. It follows social media activity and trends as they occur and contributes to these conversations at the right time with the right message. This activity is a powerful tool for executing branding strategies and campaigns. There are competitive advantages for the most nimble organizations-those who can react instantly using a solid marketing playbook as a reference. To enable it, firms must decentralize authority within their marketing organizations. They must move from a contemplative, deliberate campaign planning orientation to a different dynamic. Now, marketing and promotion will be tactical activities that can have an immediate effect on the organizations success and will be even more empowered to conduct brand management and CRM activities.
The advantages are significant. Real time marketing enables a firm to establish tone and presence, leverage news as it happens, and to engage social media influencers immediately. This bears considerable attention past simply the tools that enable it.