‘Tis (Always) The Season for Real-Time Marketing
Some of the best real-time marketing opportunities happen outside of a planned event or season. Nissan's response to the royal family's announcement that Prince William and his wife, the Duchess of Cambridge, were expecting their second child is a perfect example. Less than 10 minutes after the news broke, Nissan U.K. tweeted a picture of its seven-seater vehicle, the X-Trail, with a crown on each seat and the caption, "Room for all the family." The tweet read "It could be triplets and there would *still* be enough room for the Queen... #XTrail #SevenSeats #RoyalBaby." No one had a social media "war room" at the ready. Instead, Nissan joined the conversation and interacted with their audience in an authentic way, and the results where phenomenal.
Now I'm not saying marketers should jump on every trending topic that goes floating through their newsfeed. What I am saying is that real-time marketing's ability to launch brands into the conversation, stay relevant and build repertoire with the customer is of immense value, year-round. Don't miss an appropriate opportunity to join the conversation. Be prepared for the unexpected RTM moments that may arise, rather than waiting for the red carpets to be unrolled in January. Engage with people where they are now, online, and ensure that they have an interactive experience, regardless of the time of year.