Why real-time marketing failed on the red carpet
Contrary to popular opinion, real-time marketing requires spontaneity and planning in equal measure to be truly effective and make the desired impact. Read on to know more.
After the success of real-time marketing at the Super Bowl, some marketing folks decided to try similar tactics during the Oscars. Unfortunately, it fell flat not real-time marketing unlike Jennifer Lawrence on her way to the stage. While everyone’s talking about how the whole attempt was an ‘epic fail’, it’s more important for marketers like us to analyze why it went wrong in order to bring clarity to this mysterious creature called real-time marketing.
Call it being agile, high-metabolism marketing or real-time marketing, the essential idea is that marketers need to be on their feet looking for fleeting opportunities when they can leverage their messages to seem most relevant to their ideas. Brands cashed in during the Super Bowl power outage beautifully rising to new levels of savvy marketing.
What was different between the Super Bowl and Oscars’ attempt? With Super Bowl, the opportunity presented itself naturally – thousands of people who were united by the feeling of frustration and were glued onto social media for updates. So there was
- a very attentive audience
- the perfect medium to reach them instantaneously
- a common emotion that formed the perfect hook to grab their attention – the outrage over the Super Bowl power outage
On the other hand, the Oscars’ had way too many options for loyalties to be diluted. The chance to cash in on one big emotion was unavailable. Understandably, the results were much lower than marketers hoped for.
Appealing to audience emotion is an oft-ignored aspect of marketing success. Especially when you want your content to go viral, chances are that you would be able to do that easily by appealing one of the six emotions: surprise, fear, joy, sadness, anger or disgust. Ignore the emotional appeal and the content ends up becoming rigid, boring and rather pointless in a sea of seemingly better content.
So how can you incorporate emotion in your content that will appeal to your audience?
- For starters, understand your audience and what appeals to them
- Map customer needs to your brand’s offerings
- Weave a story in your message which will keep the audience hooked
- In the message, focus on invoking one or two of the emotions mentioned above
- Ensure that the message is eminently shareable. Once your message invokes an emotion, your audience will want to share it so make it easy for them.
The only way to land on a successful formula is through trial and error. As with any other marketing initiative, ensure that you measure, manage and maximize your content to have the desired effect on your audience, real time or otherwise.