When it comes to awareness, I immediately think of real time marketing. Well, real time marketing is an excuse, can we say everything is for awareness? Let's take a look at this together...
Every marketing strategy that targets and achieves beyond the standards is valuable to me. No matter which agency or brand the idea came from, I'll take my hat off to that campaign. I say this not only as a digital marketer or brand consultant, but also as a consumer. Because aiming beyond the standards means awareness. The business, brand, agency, person, institution that has achieved this becomes insignificant. The focus should be on the work being done at the moment. And of course that work should be applauded.
Real Time Marketing Excuse
Consumer's Expectation Has Changed
As a conscious consumer, I can't stand the concept of advertising that puts the brand on the line, inept and casually prepared ad texts, and unqualified visual content that was unprecedented even in the 1990s .
Also, I can't stand being tricked or kept waiting. And you know, millions of people think that way now.
I expressed this because I think that brands should now know that there is an audience that does not like mediocrity. Especially the new generation brand managers have to know the target audience of the brand and moreover, they have to understand that the general consumer audience has this point of view.
But unfortunately, there are still corporate communications professionals, brand managers, PR professionals, and digital marketing executives trying to run things through the mundane.
However, very qualified marketing moves can be made with simple steps. This understanding is called strategic marketing in the literature. And we have many possibilities for strategic marketing setup. Real time marketing, which is carried out with the focus of social media, is only one of them.
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The advertising industry is a sector that renews itself simultaneously with technology and always “feels” one step ahead. Stereotyped and predictable PR strategies over time overwhelm consumers and even advertisers. Because the budget set for PR is literally garbage. Thus, the high-budget PR work carried out to touch the consumer creates the opposite effect and alienates the consumer from the brand, instead of touching the consumer.
Advertisers' Perception Should Change
Some of the advertisers see the consumer as "whatever we give, the consumer accepts ". I totally disagree with this sick view. The consumer “loves the new”. However, it should not be forgotten that the consciousness of the consumer and the perception of quality are developing day by day. Therefore, the consumer no longer accepts every "new". When this is the case, why should the consumer be in the position of "accepting what we give"?
Yes, “consumer patterns” cannot be categorized as before. The job of brands, brand managers and advertisers is much harder than it used to be. To overcome these, the perception of advertisers must first change. The rest is easy.
In the meantime, there is something more than the fact that the consumer is more conscious than before; Every consumer is an opinion leader. For example, when the expectations about the product or brand are not met, the consumer can now easily write their criticisms about the product / brand on Twitter. This can put the brand in a difficult position. Sadly, brands often forget or ignore this fact.
Formula to Make the Consumer Happy
After all this, the following question may come to mind; What should be done to excite the consumer, to make the consumer happy, to entertain the consumer, in short, to touch the consumer?
This is what it means: Is there a formula to make the consumer happy? is in the form. As I mentioned a few paragraphs ago, brands should make quality marketing moves with simple steps. Let me give you one more tip; real time marketing has taken its place in the list as a “marketing strategy that aims beyond the standards” for the last few years . Although its history dates back to ancient times, I can say that the 2010s, when digital platforms were used so intensely and the agenda was very busy at all times, was the golden age of “real-time marketing” .
In the “Presidential Elections” held in August 2014, the candidates were on Twitter ; They responded instantly to "voting" and "tweets" in its derivatives and presented a real-time marketing example.
As an example of real-time marketing, the ones that come to my mind right now are; There is the “blue tick” of Whatsapp and the surprise match of the World Cup, the Brazil – Germany match. It is possible to expand these examples… There are events such as a solar eclipse, a surprise signal from space, a full moon, international sports competitions, the Olympics, Oscar awards, a movie, a TV series, an interesting song that is watched on Youtube, even a discussion about the color of a dress, etc. .
At work; We call real time marketing a marketing model that is carried out according to events and situations that take place on the national and international agenda and supported by creative content suitable for the brand identity. I can say that the formula of making the consumer happy is partly included in this definition. Let this be our second clue on the subject.
Why is Real-Time Marketing Important?
The only and effective communication channel for real-time marketing is undoubtedly social media. This new generation communication, marketing, advertising and sales tool (social media), which enables brands to reach their target audience in the fastest way with the generous opportunities it offers, surpasses even million-dollar traditional PR strategies when used well.
Because the consumer; living, breathing, smiling, sad, having fun, demanding attention, satisfying, seeking satisfaction, getting angry, curious, enjoying surprises and making surprises, communicating, acting like everyone else, speaking like everyone else, making mistakes like everyone else, but he likes brands that make them feel that they are "brands" in the end, that is, they always maintain their position and discipline. So, a brand should be able to tease a “blue tick” that is a joke among people .
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“Real time marketing”, which we can define as a direct marketing or direct communication tactic , is a marketing tactic that the brand performs by taking part in social media where its target audience is heavily involved (that is, in almost all of them).
Catching the news, producing creative content suitable for the agenda, and above all observing customer movements are the sine qua non of real-time marketing.
What is the Purpose of “Real Time Marketing”?
There is only one ultimate goal in real-time marketing; awareness…
Don't underestimate the word "awareness" , because brands pay advertising agencies millions of liras to raise awareness. Otherwise, the brand prefers billboards or simply prepared banners to remind itself. However, they cannot create the awareness they want with a billboard or banner.
In short; The consumer wants to be satisfied at all times. The advertising purpose of the brand consists of meeting this desire of the consumer. So, dear brands, my advice to you is; Reach the customer at the right place, at the right time, with the right campaign and the right words . There is one more thing to remember; Brands that capture reality and time, that is, coordinate with "reality" and "time", occupy the position they deserve in the perception of the consumer.
So, let's end with the motto we expressed at the beginning; real time marketing is an excuse, touching the consumer and awareness is amazing…
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