eMarketer has a new report out on a topic near and dear to me, "Real-Time Marketing: Speeding Up the Creative Process" (read more about it in eMarketers' newsletter article on it).
The chart below, via GolinHarris, shows this real-time marketing thing may actually move the needle for brands, whichever needle marketers are looking to move.
(image courtesy of eMarketer Inc)
I have a few mentions in the report. Here are excerpts:
When deciding when to pull the trigger on a real-time opportunity, Oreo's digital agency, 360i, considers three factors, said David Berkowitz, VP Emerging Media:
* Is the moment that is happening brand friendly?
* Are there influencers online and available to extend the message virally?
* Is there an opportunity to 'surpise and delight' the consumer?
Then...
"What's going to define it well is not the Super Bowl. I'm much more curious about what happens on a typical Wednesday. Making social currency part of the brand identity - that is a bigger challenge and bigger opportunity." ...
"The biggest thing we can do to speed up the creative process is generate trust from our clients. Trust and real-time marketing are interwoven."
It also brings to mind a conversation I just had on Twitter with USA Network's Jesse Redniss:
How much of the RTM Social content race is just "disposable brilliance" one and done? #socialTV #secondscreen #TV #marketing @dberkowitz
— Jesse Redniss (@jesseredniss) May 8, 2013
@jesseredniss the brands that get a reputation for consistent RTM are the ones that get a reputation for understanding culture
— David Berkowitz (@dberkowitz) May 9, 2013
