These days, the Internet is full of brand profiles that can react to the hottest events or trends in a flash. Have you seen a Twitter post that perfectly references the last match in the championship final? Or maybe you’ve come across an Instagram graphic that cleverly uses the latest internet meme? Behind these seemingly spontaneous actions, however, there is often a carefully thought-out strategy – that’s Real Time Marketing (RTM) in action.
What is Real Time Marketing?
Real Time Marketing is not just a passing trend or an attempt to take advantage of an opportunity – is a comprehensive activity based on current trends, events and consumer behavior. It's the ability to respond quickly to the changing social media landscape and online user preferences. Brands that are able to use the potential of RTM can gain not only reach, but also engagement, customer loyalty and a positive image.
It is worth distinguishing between cyclical events, such as Holidays or Valentine's Day, and sudden and unpredictable situations, which are key to Real Time Marketing. Dates such as Fat Thursday Whether Women's Day are predictable and written into the calendar, so brands have time to prepare them and plan activities.
Whereas RTM is a response to current events that appear suddenly and unexpectedly., such as common memes, sudden popularity of songs, or even events in movies or series that spark heated discussions online. It is in these moments that brands have the opportunity to show their creativity and responsiveness, engaging their community in conversation and building a connection with their audience.
Benefits of Real Time Marketing
- thanks to RTM the brand can reach your target group when he or she is most active and interested in a given topic or event.
- a cleverly planned RTM action can trigger a wave of user interaction and engagement, which helps build relationships with customers.
- brands that can respond accurately and creatively to current events gain positive image as dynamic, creative and customer-friendly.
- RTM shares may lead to spontaneous conversions, when users are inspired by a post and take quick action, such as purchasing a product or visiting a website.
What to avoid in Real Time Marketing?
RTM is cool and can bring really great results, but you have to know how to create it. What not to do with RTM?
- avoid referring to events that have little to do with the brand or the products offered,
- don't force RTM. Not everyone feels good in this type of marketing and does not have to be "in trend" at all costs, there are many other options that can be used in your strategy,
- do not react to outdated eventsthat the world has long forgotten,
- avoid content that may contradict what your brand stands for, if you feel that something doesn't fit into your strategy, don't do it!
When is it worth choosing Real Time Marketing?
Real Time Marketing can be particularly effective for brands operating in industries related to fashion, sports, cultural events or technology, where quick response to changing trends and events is key to staying up to date. Brands that want to build a dynamic and engaged online community, should also consider implementing an RTM strategy.
Real Time Marketing Examples
Not every brand has Real Time Marketing embedded in its DNA, but there are profiles that we simply associate with the ability to seize opportunities. One of the most famous examples is IKEA. This Swedish brand not only offers functional furniture, but also excels in Real Time Marketing, attracting the attention of its customers with brilliant posts.
While some brands may hesitate to respond to current events, IKEA seems to act on instinct, immediately tapping into global sensations or trending topics. This is their strategy – quick, inventive and always relevant comments. – make them a leader in the Real Time Marketing category. How do they do it? This question interests many marketers and attracts the attention of consumers, creating a positive image of the IKEA brand as a creative and interactive player on the market.
IKEA
Some time ago, in 2023, the world went viral with the extraordinary story of the theft of a painting by Vincent Van Gogh. However, what happened right after that event was just as incredible. It quickly turned out that the stolen work of art was returned to the detective leading the investigation. What's more, the thieves decided on an unusual way of returning it - they hid the painting... in an IKEA bag.
This event aroused great interest and surprise around the world. How did IKEA react to such an unexpected use of its product? The answer to this question is both surprising and telling, proving that IKEA can make excellent use of Real Time Marketing, even in the most unusual situations.
IKEA is one of those brands that have mastered the art of Real Time Marketing. Their ability to quickly respond to current events and trends in social media is surprising and inspiring. Another such moment was the appearance and sudden success of the series Wednesday on Netflix.
In response to this phenomenon, IKEA used its signature creativity to create graphics that reference the main plot of the series. As part of a subtle advertisement for its product – an ornamental hand – the brand presented how you can create an extraordinary interior inspired by your favorite films and series. This is a perfect example of using RTM to promote products in an original and engaging way for recipients.
Inpost
Inpost is another brand that proves that Real Time Marketing can be an effective strategy also in Polish conditions. Just look at their creative approach to events and trends.
In 2023, Netflix released the reality show "Squid Game: The Challenge", based on the popular 2021 series "Squid Game". Inpost did not remain indifferent. Seeing that one of the competition tasks was to extract a specific shape from the "dalagona candy" cookie, the company quickly reacted and created its own version of these challenges, creating "Parcel Games", which perfectly matched the atmosphere and content of the series.
While the film world was buzzing about the latest part of the saga "The Hunger Games", Inpost did not remain indifferent. Instead of passively observing this phenomenon, the company decided to meet the expectations of its customers and organize its own, unique initiative. Thus was born “Igrzyska Paczek” – a creative and funny response to the film’s popularity.
Frog
Marketing in the case of Żabka may be less intensive in terms of RTM, but that does not mean the brand avoids it. On the contrary, it can surprise its customers with creative and engaging activities.
An example of this approach was an event from a year ago, when There was a lot of buzz in the football world about the appointment of a new national team coach. Żabka took the topic into its own hands and used it for marketing purposes. The result was a creation that neatly referred to new coach and to popular Żapps, i.e. points for purchased products that can be collected in the Żabka mobile application.
This simple but apt intervention in current sporting events shows that even brands that do not normally expose themselves intensively in the real-time marketing sphere can use opportunities to promote their products and build relationships with customers. This is proof that RTM does not have to be the dominant communication strategy to be effective and attract attention.
Continuing the topic of Real Time Marketing on the Żabka profile, it is worth noting how the brand cleverly combines various events and trends in its communication. Let's take a look at one of their posts, which also refers to the popular meme and the premiere of the film "The Little Mermaid„.
X-COM
Many people believe that the technology industry limits the possibilities of creative communication, but X-KOM proves that marketing in the world of technology does not have to be boring.
Let's take a look at their latest graphic, which consists of incredible creativity and the ability to adapt to trends. The famous series "1670” available on the Netflix platform inspired X-KOM to create an extraordinary creation combining the world of medieval Poland with modern technology.
How is that possible? The brand released a post in which graphics card 4070, a symbol of modernity and advanced technology, was placed in medieval setting, referring to the popular series. This is a great example of how a brand can cleverly use current cultural trends and combine them with its own products in a way that attracts attention and builds a positive image.
In 2023, the world of social media has been “enriched” with a new platform Threads, which is very similar to the existing one X (Twitter). X-KOM is very active on the X platform in its publications, so it decided to refer to this situation and in this case used popular meme.
This approach of X-KOM shows that even in there are plenty of opportunities in the technology industry to use creative marketing communications. It's an inspiring example for other companies of how you can create interesting and engaging content, even in a sphere that may seem a bit stiff and emotionless at first glance.
Summary
Real Time Marketing allows companies to quickly respond to current events, trends and topics that are moving the online community. This allows them to build a bond with customers by engaging them with interesting and humorous content.
However, it is important to remember that Real Time Marketing requires dexterity, flexibility and a good sense of timing. Not every brand will always be able to use such a strategy in an equally effective way. It is important to act in accordance with your own brand identification and a well-thought-out communication strategy.. Following the RTM trend, brands should be ready to react quickly, but also maintain consistency and authenticity in their communication.