{"id":14771,"date":"2014-02-10T08:00:26","date_gmt":"2014-02-10T08:00:26","guid":{"rendered":"http:\/\/www.adviceinteractivegroup.com\/?p=9097"},"modified":"2014-02-10T08:00:26","modified_gmt":"2014-02-10T08:00:26","slug":"getting-hip-to-real-time-content-marketing-tips-you-need-to-implement-today","status":"publish","type":"post","link":"https:\/\/www.advicelocal.com\/blog\/getting-hip-to-real-time-content-marketing-tips-you-need-to-implement-today\/","title":{"rendered":"Getting Hip to Real-Time Content Marketing: Tips You Need to Implement Today"},"content":{"rendered":"

\"Real-TimeI love real time marketing. It makes me feel involved, ahead of the game and even a part of the action. Apparently so do other marketers with about 83% of marketers saying they\u2019re going to use more real-time data in their efforts, according to Infogroup Targeting Solutions<\/a>. I personally believe that it\u2019s a great way to build your social audience and maybe even help to influence what consumers purchase.<\/p>\n

That\u2019s not to say everyone can implement real-time marketing successfully. In fact, you can\u2019t just keep an eye out for trends and try to jump on the bandwagon by creating content based on popular topics. I\u2019m sure that many people would agree that irrelevant and inauthentic types of marketing are boring for hyper-connected consumers.<\/p>\n

Successful campaigns make sure that their efforts add value to customer interactions, increase brand relevance, and make your brand dynamic. I would argue further that great real-time marketing turns customers into brand advocates by making sure their message (which needs to be relevant) gets to the right person at the right time.<\/p>\n

Let\u2019s Look at Some Real Time Marketing Examples<\/b><\/p>\n

Take J Crew for example.\u00a0 In December 2013, Charity Water\u2019s Paull Young was riding a New York Citi bike when he fell in the rain. He tweeted he was fine, but that his khakis were completely ruined. At the end of his tweet he added \u201c#PLEASESENDPANTS\u201d.<\/p>\n

Citi Bike quickly brought Paull a gift certificate with the help of @JCrew. He then rode up to get new pants at J. Crew. In turn he tweeted how ecstatic he was, plus a Foursquare check-in where he got his replacements. This event was also covered in the media.<\/p>\n

So how can your brand make sure you create thoughtful and top quality content in a matter of minutes?<\/p>\n

With careful planning, you too can create effective real-time marketing strategies.<\/p>\n

Manage Campaigns Instead of Planning Them<\/b><\/p>\n

Colin Mitchell, worldwide head of planning at Ogilvy & Mather, estimates that more than 50% of the work that goes into managing a social campaign will mostly likely happen after it starts. He stresses that marketing campaigns should focus on conversation management, creating dynamic content and real-time optimization.<\/p>\n

If you want to keep up, Mitchell states that you need to have these new skills:<\/p>\n