Would you agree?
David's latest book titled Real-Time Marketing and PR: How to Instantly Engage Your Market, Connect with Customers, and Create Products that Grow Your Business Now is due out in November 2010 and he has started to build conversation on the subject. [You can download the prologue and Chapter 1 of Real-Time Marketing here.]
After all, the best way to get attention for your brand is to connect with something happening in real-time as Wynn Las Vegas did in banning Paris Hilton after her arrest. Or Surfline.com which offers information on real-time surfing conditions around the world for 1.5 million users...
[By the way, real-time marketing has me thinking about other real-time based services such as RTLS - real time location solutions - for hospitals where what is happening in the moment has significant implications. Check out fellow Bathroom Blogfester Valerie Fritz' posts on Customer Experience in Hospitals: Why Bathrooms Matter! and Hospitals, RTLS and Bathrooms...]
According to David Meerman-Scott, "Real-time is a mindset." Companies that adopt a real-time mindset are poised to benefit. Take news organizations that have embraced real-time: TMZ, Politico, Huffington Post.
Few companies operate effectively in the present. They typically draw from the past and plan far into the future, leaving the now - i.e., real-time - completely ignored.
Real-time marketing offers significant value for:
Connecting with customers. E.g., hashtags provide access to the back channel on Twitter. Sit/Squat is not only a smartphone app, but it encourages crowd-sourcing.
Creating products. E.g., the Dead sell concert CDs available as you leave the show. They even have an iPhone app [for 2009 concert season]. In the book business, eBooks allow authors to create content in real-time.
Listening to the Market. E.g., Paul Dunay at Avaya does so.
Tapping the Crowd. E.g., Kodak asked customers to help name a new waterproof videocamera.
Engaging the Media. E.g., working with the media when it is interested. Consider leaving comments on relevant WSJonline [or other] posts and pinging the reporter when you have relevant information to share so you are noticed.
Managing Crises. E.g., Drudge Report article on a $1.4m airforce hangar door. By responding in real-time, an Air Force Captain was able to upload a picture of the door in question and demonstrate why it cost so much, addressed concerns in a blogpost and turned the story into a non-event in an hour [see Clark Lane: DM Scott says "Lose Control of Your Marketing".]
Other real-time examples that David Meerman Scott brought up:
- The US Navy's $600 toilet seat where Ronald Reagan addressed head on objections to the 'toilet seat'
- CRAP your logo which allows anyone to crate a GAP logo fiasco -inspired logo.
Here are two examples I came across that bring to life Real-Time Marketing:
From Social Times, True Blood, Mad Men and 30 Rock - 10 Hilarious Sesame Street Videos on YouTube
and from Tonic, Twitter Me Elmo: "Sesame Street" Schools Social Media.
Does it get much better than this? Let me know.
Happy Bathroom Blogfest 2010!