The competitive landscape is becoming increasingly difficult and marketers are expected to do more, achieve more and sometimes with less. Opportunities and threats can emerge at anytime and we need to be able to adapt quickly to ride the waves and avoid the pitfalls to be successful. To do so requires the ongoing commitment to building dynamic capabilities across the business for a more agile marketing approach that supercharges your marketing communications and campaigns via advantageous responsive marketing and real-time marketing.
Responsive marketing takes cues from the near-time customer and competitor insights and values agility and engagement to deliver highly relevant marketing propositions. Tactically, this means listening, more frequent scanning of your marketing environment so you know when and how to interact. Real-time marketing is really a subset of the more strategic, methodical responsive marketing.
Marketers at Oreo were able spark the craze for successful real-time marketing (RTM) with a social media moment during the Superbowl 2013 because they were already highly skilled at responsive marketing.
Not all of us have the resources for opportunistic RTM but many of us can repurpose our resources and planning to properly execute effective near-time responsive marketing with the option to dabble in to significant real-time opportunities. Take the fine example of loosely planned responsive TO real-time marketing by Pantene’s #WantThatHair campaign for the 2013 Oscars that tweeted tips for hairstyles like the celebrities from the red carpet that continued to trend during the 2015 Oscars.
- Develop and communicate a framework for responsive marketing tactics as part of marketing planning to ignite the scope for creative ideas across the business
- Scan of your marketing environment more often via Social Media e.g Twitter lists and RSS / blog feeds
- Collaborate, Collaborate, Collaborate to create, integrate and build capabilities – internally, cross-functionally and externally to leverage and develop your people’s knowledge, skills and experience
- You may want to schedule a regular time to discuss and brainstorm new ideas, set objectives that encourage creativity. Use free collaborative tech solutions such as Trello or your CRM to share and develop ideas from the desk
About the Author: Marvin Miller is a Marketing Management & Campaigns Specialist who works across multi channel marketing strategy, campaign strategy and marketing implementation. You can follow his daily updates via Twitter and join his professional network via LinkedIn