On Sunday, Expion, a social media management company, hosted a pop-up panel titled The Power of Microcontent and Marketing in the Moment. The panel offered a behind-the-scenes look at Oreo’s “dunk heard around the world,” and an entertaining and a fiery debate among panelists Bonin Bough and Gary Vaynerchuk. Read →
The game itself drew a record 24.1 million tweets. But the moment that generated the highest velocity of tweets? The power outage, which Twitter says earned a game-winning 231,500 tweets per minute. And many advertisers took advantage of this huge realtime conversation, finding ways to participate in the conversation with clever, entertaining and engaging content. Here are 8 of our favorite brand tweets from last night’s game — which is your favorite? Read →
As of a year ago, only 40% of mobile ad campaigns involved some kind of targeting. Many companies are working to change that ratio–making it easier for advertisers to target mobile consumers based on their demographics, location and previous behavior. Some, like Spotzot, are also offering the opportunity for advertisers to dynamically generate ads that deliver a specific product, offer or location to interested shoppers–in realtime. The company claims that its SpotAds, which officially launched today, are 40% to 70% more effective than traditional mobile ads. In tests the company ran earlier this year with brands such as Macy’s, Wal-Mart, and Best Buy, 4% to 12% of shoppers who clicked on Spotzot’s ads subsequently visited stores. Read →
While many brands are still struggling with some of the most basic tenets of social media marketing, some have made the leap to engage in realtime marketing–connecting customer actions or cultural moments to their brands in realtime. In the case of Pepsi, that leap was made more than a year ago–but the presentation that PepsiCo Head of Digital Shiv Singh delivered at Realtime NY on June 6, 2011 still feels cutting-edge and exciting one year later. Read →
A study released by communications firm GolinHarris during today’s SXSW panel on “The Promise and Pitfalls of Real-Time Marketing” provides new insights into the benefits of realtime marketing. The panel participants were Dow Chemical Director of Digital & Social Media Abby Klanecky, McDonald’s Director of Social Media Rick Wion, and Jeff Beringer and Jim Dowd of GolinHarris, who described how their brands and clients were using realtime marketing strategies. Read →
What happens when big data meets data from realtime social media signals? Managed correctly, a realtime marketing program creates the opportunity to offer a unique, personalized value proposition to customers. That’s what Teradata wanted to demonstrate with its “Social Experience” program, which it ran during its recent user conference and saw a 20% participation rate from attendees, who received personalized offers from local merchants and exhibitors based on a combination of realtime social data and customer data. Read →
LocalResponse monitors realtime content and allows marketers to automatically message Twitter users based on that content–a platform that was recently surrounded by controversy around campaigns that it powered for some of its beta customers. Most notorious among these was a Toyota Camry Super Bowl promotion in which a series of verified accounts sent unsolicited @ messages to users who were tweeting with Super Bowl-related hashtags. According to LocalResponse co-founder and VP product Michael Muse, the company will no longer allow clients to run that type of campaign. Read →
If you think social media is about being friends with your customers or winning more followers, you’re missing the point. The social graph is the conduit that allows brands to create real business value, rather than the value itself. With the rise of social, mobile, geolocation and realtime services, brands have a massive opportunity to solve the two age-old problems of advertising:
1. How do you get a customer’s attention when they don’t really want to be interrupted?
2. How do you get the right message in front of the right customer at the right time? Read →
Check out this episode of New Marketing TV with Realtime Report founder Tonia Ries… Read →
Honest Tea has embraced a realtime, interactive broadcast platform for its latest marketing campaign. In what VentureBeat calls “a marketing stunt disguised as test of citizens’ honesty,” the organic beverage company set out unmanned displays of cold tea bottles in various cities, with hidden webcams to show whether customers paid for their tea on live-streaming video. Read →
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