Prepared by Michael MathieuRetrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=times+square&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#imgrc=DLRqfm0UjDqG5M%3A

Is Real -Time Marketing,

The Real Deal?

“When a trend is happening at any level and a brand joins the conversation to push it forward.”

Retrieved from: https://www.flickr.com/photos/libeppi/12295481296/in/photolist-jJvydQ-cA4wPS-jJsDfP-8HLnak-HV7gYk-r9K4LA-mWGw6n-jJtt1B-mTJ8iG-6zSNsj-kTUHrt-iimXmr-fqDhsL-9e57PA-nTiTs8-dEJhPx-dMPMou-jJtthi-cnwR6o-p4b22X-fqEkm1-kTU46x-oM7YJQ-oaDyfb-bDDDbW-awTUkY-e2U9T1-bVhgyr-dDtN3p-dMPM95-esGbK1-qmToY3-obhUyV-JQ9cVj-nfBQfZ-nTN7RE-eKX1B2-pFZ85p-cA4wqo-o5r9Ld-nTNwEQ-zHD97y-fqEajh-fqwuFN-pQ4bx7-5PZTrX-oaGNJy-nThPrs-od4T8k-nTiTuH

--Real - Time Marketing

“

“When a trend is happening at any level

and a brand joins the conversation to push it

forward.”

“

Definition:

“

Many of these conversations are taking

place on Social MediaPlatforms such as:

Retrieved From: https://www.flickr.com/photos/95222905@N02/10997835056/in/photolist-hKQMcN-9qSeyk-7mWZpb-8naGh-egbSUD-4n5sc2-51pPQR-4bjVcr-a6rxdC-oMZXv-39ex6K-LDJhR-aw5Ze7-gFMU9Q-4ToAaQ-hCav5-HdQFP-8fnCAw-FtUfo-2azzAA-pNfEcD-ad9L3j-4Hr2Br-nR2Ymb-4HP7bE-fe2PXb-fdMd5Z-dD5YA1-cMfobm-6ASjkk-eEz84-4HP7yu-59kJdr-a4H9jv-75nSYz-dvJ2R6-rvXhpW-4HP7rS-pSy7j-51uRY6-4Br52p-6fARSf-zymAZw-4tfv71-jEf2Tp-r5vyi-fQzCcV-6AbWtx-nTGLZb-jQpg8F

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#imgrc=Y1ngbD5mD0uzGM%3ARetrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=instagram+logo&imgrc=X5SafJSPH5xP-M%3A

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=facebook+logo&imgrc=KWaJ0HIvAaLSOM%3A

Retrieved From: https://www.flickr.com/photos/johnnysilvercloud/17151867417/in/photolist-s8DNC2-dtc5fT-dEMw5P-hbAzNu-qNdN43-h9YPn-rfTPdi-5vZLaN-e6aNR6-r4NHkK-nJkGqP-saxHwP-mRFByr-swkmVC-mmp1XR-n3qHS2-dpEenf-ggxAkq-rnDQUB-nBWeJ9-pu9xhj-osJHMG-dbzhq6-9uduJe-oVELYW-d3o8Q1-eiL7v-5vYXVD-svsUbq-r8NUuW-87DWSR-o151uM-q7NcqT-7S5oRH-9roaso-vinkJZ-hcKaFs-dDyH7R-gJS43M-qZg4Rp-hASiYr-9P9rDt-nKf7QB-5LUqN6-9hurX9-7UZXVP-n1R1St-bER864-Jv1HKu-np3hAV

The Average Canadian between the

ages of 18-24 spends approximately

47 hours and 14 minutes a

WEEK using the internet.

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=vine+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=canadian+maple+leaf&imgrc=IkBkwuAK2KZ_LM%3A

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=virgin+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=gatorade+logo&imgrc=oIJQ_2eb9i1gyM%3A

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=virgin+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#imgrc=9kwZPDyPfTWvyM%3A

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=virgin+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=puma+logo&imgrc=BJyan-mnDUB75M%3A

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=virgin+logo&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=nike+logo&imgrc=LmD2W9lDZXZlDM%3A

Retrieved From: https://www.flickr.com/photos/demandaj/8660630547/in/photolist-eciZJk-9gcNE3-iQZNot-5BJVd-djSWf2-a37UFs-4qYB-eeT1K3-8WUcLb-8eZXuH-6JquTS-pAmCC-cwnkcW-mUAs9s-9na98R-cUKVym-8XHEWA-73hUU1-iMgDiW-ggnknt-9xwDuD-doqFBJ-ed1ScL-LxC9s-bTjjQM-pxJAFC-6BAyoQ-doqxRt-doqy8R-doqy5p-doqyhn-doqxY4-5ZETc1-5W1Lxa-doqFJq-bXr68L-pxMsmY-pPWPzB-doqycK-7BEbhm-oTk3po-5LTC2X-pxFTmP-bbvV1V-rQ1JDE-FCKpBi-9TdYRA-fampF-oTk2v9-Hw2ebQ

The Importance of Real -Time Marketing

• In 2014, The vast majority ‘88%’ of respondents considered real-time marketing important to their business plan.

• Marketers are discovering the value of real-time marketing and becoming aware to the fact that it can’t be ignored.

• Real-time marketing creates meaningful relationships with the consumers beyond the product.

Retrieved From: https://www.flickr.com/photos/126915310@N08/16704483331/in/photolist-rs7QVi-sihBHU-8ys6Hs-sbHMwc-biWKFi-8bHwZj-iFGse-cALCvQ-HkyPUL-93GPYw-HtVJ9U-HMknRa-mC9854-9Cktks-rfWD6o-mzQiCf-8YkhV9-dU6jwR-d3b4-CdHNYT-nB9SY1-qfFXBw-nkc4GF-6UWJaT-HTkBfx-Ma2kX-gfQENA-qrJzD6-e1XLRP-n96Eb8-pEoeBm-5UWd3Z-qXREff-nf9o4Y-egY3ua-qwBar3-aNqptV-esVfeF-qS147a-GHd2eu-jFXZkr-8UUxKR-dPsJcG-bYY96-nN3cfZ-5pAHG2-pLAwVL-86aR2q-s9t4eb-9MT5mq

Real–Time Marketing

makes you feel included and connected to

what the world is doing, it’s like you are finally in

on the joke that everyone gets. .

Retrieved From: https://www.flickr.com/photos/carmenjost/8472983173/in/photolist-dUJfGM-pfMAHY-8eEHdb-s6xANg-dBVJc3-aDe9Fz-7Jpcmx-doaAwT-eRGDSg-oVLevQ-qeZbb1-ad9iNq-eeL3mM-oXUuZ5-4V7ftq-sv8tiB-b9buEF-oUv57C-oine3J-7TvBvt-ozSxWB-r5qGH1-quioMx-4V7ftC-fnJtx-oinzzK-oBCixk-ohobH2-n5mgGx-oiouea-ozE7Co-pCLj1H-rFP6c-qHzwNn-oxQfnq-oyEMJn-ozANZv-cndZEf-ozQMp9-oiny4N-qY6wYJ-oxQjn9-oio63S-oio6ob-ozQGx5-8iqGcz-hv6VpP-5tFqmt-ozANiF-ohrLLb

A Company That Has It Right:

In 2010, KitKat tweeted this poster after the

longest tennis match ever played. Well

deserving of a break

was an early adopter of

Real–Time Marketing

Retrieved From: https://www.flickr.com/photos/33719463@N08/4631801428/in/photolist-84iccj-5yaqr2-5V4PJw-4Mkjmn-abeFjQ-aR3N9g-rPtyX-8KUu16-Ec7o-cpphwG-7QHRrP-68UhfS-g4HGss-fqmZeE-8Qb72L-9Kd1qi-bnufdv-iDrcdZ-5EtQqM-4wfBBJ-a38XD5-534zTT-6xbGkK-bn4CVF-6yV7LV-67TkqM-bUTe28-5367XV-9wBMFm-aR3NWM-2Tocm-6U6ay2-85DN3J-aR3Q6X-7zS891-8dznuu-cRx9G-d8kPa9-4JZFwp-7E5oYx-edbPAg-dXz35L-gehMqT-dXtj4D-dXtkkt-5zxVCk-9w6TPV-dkm3G6-5zxKdH-53asnbRetrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=kitkat+real+time&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=kitkat+tweet&img

In 2012, KitKat sent one of their

products into space. They did this shortly after Felix Baumgartner jumped from the Stratosphere.

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=kitkat+real+time&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=oreo+twitter&imgrc=xTKe_1ofkOOQMM%3A

During Super Bowl in XLV I I ,

Oreo released this

advertisement after a power outage in the stadium, creating

massive Buzz in the

Marketing World.

Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=kitkat+real+time&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#safe=active&as_st=y&hl=en&tbs=sur:f&tbm=isch&q=oreo+twitter&imgrc=xTKe_1ofkOOQMM%3A

What kind of Media is being used for Real-Time Marketing?

Owned Media: is any communication channelor platform that belongs to your brand that you create and have control over. Examples:

websites,, retail stores, blogs, social media channels, apps andbrochures.

Answer:

Retrieved From: https://www.flickr.com/photos/pagedooley/2060325146/in/photolist-494GTm-7whHXT-oBZiXQ-biWaxg-pwBoF1-q5LbbS-pTpwDU-dYVs49-Gt5hsc-p2fPbh-822rpu-ruLXF8-hcGJoX-bnHMwJ-pCxarL-7xakXK-pSbyZf-d3okAN-aM1FNT-c1SeRb-6rEnxx-nYgoUa-brLCa3-pkGGb2-nVaZ9-opVXq9-adrS1X-bhc8pi-dRjk7A-9du3rd-aDE1T5-bBaD48-5Zsi9G-6rJvcU-51WwNc-abdmQB-9VGbx1-m2MRtt-rq56RN-4XH54C-4YX67F-byq6wE-7R5TNw-aWHfVX-mGN6gJ-vwEAnT-59jJ1f-7SZh6G-a6SWfZ-5wpfH7

The Challenges of Real-Time Marketing

• Only 73% of Organizations plan for spontaneity.

• 51% of brands find extracting insights and data from real-time social marketing a challenge.

• 24% of surveyed marketing agents, said “You need to respond a consumer’s needs and behaviours within seconds [to be successful]”

Retrieved from: https://www.flickr.com/photos/113026679@N03/14720211780/in/photolist-oqLW7Q-6GkgaZ-vQfa-qhCM7F-6FzFRc-jQFQ3g-5bQzZf-qz3QAP-692Ytf-F57Rf-5tWsm4-py5n5G-br4VjF-athoV3-anvAa5-duypUu-fPSjfx-sEkvov-74huJA-xDiss-r8N5w-eLGAwJ-tvSUS-ag3EGz-chDo4W-CpmLYc-99b4CQ-5LAEfd-74atW3-bqXZme-dTsuDU-CyuVu-etEUoE-aBJRJQ-fBtPqZ-raX9FL-dQ1Y7E-6ZH1Mf-qRZ7Fc-ehp8F5-o4xDxH-F9ueqz-eeRSLG-eHe483-dNys4v-4mTyjm-nBgiC2-atDGxH-9gUSsA-ewPFUy

Challenges for Real – Time Marketing

Retrieved From: https://www.flickr.com/photos/anjan58/16358684582/in/photolist-qVywZU-F5rmWo-22dsL-4nAkSt-7fr6ib-nMBaNC-93M5dc-dZG4iN-9GsTon-hgcVji-6aPLE5-oBQTY4-pZigxB-73qoKQ-5azWWR-3eQWNV-2PrAYd-3gtgq-Ezqxp-7C1wGK-nqCkwz-baGKZD-7xfUTt-4gchEE-8ezoEz-dL6gd6-pmANFt-7utevK-9ELu7Z-Q3Yzu-4eiw68-p7Tjd5-799WJ3-dWj3oM-cZZqc-7PvcwZ-7mgpTE-7Kmmw8-nz8etz-iUXq2n-d9PR8g-bK3PS-7F9tEy-49RVC-3CxdJh-6xXp3P-9xyJJe-9ejztb-tMhXhV-aocdgn

Retrieved From: http://www.socialmediatoday.com/social-business/adhutchinson/2015-06-09/new-report-highlights-significant-benefits-and-challenges

How Fast is Fast Enough?

Retrieved From: https://www.flickr.com/photos/gregheo/5321202672/in/photolist-qXypo8-r8QZHC-8izcAE-9uVfbR-5akVhi-97dyaE-qPseP7-7sej22-ah56dc-9TovPT-CnA8um-pkMTNM-ecu7JY-9rAxzT-4xNYKx-aBWrBG-5ujiBB-8j2FPs-4fVeMf-Fppkv-oW9WhF-4xTcMs-4FEQ1Q-6aRnQN-qs68e8-KWqRy-gxRP1f-9QkrJh-3Y98RR-5xF9ff-6ez3cq-MsQBT-vgscw-gJMK8L-pLoFgj-7GNCNM-dB2z23-xezkEN-4Yc4oz-aUXB9a-ppAhGS-977rZX-pkrb3x-wc2wVF-fM2JY3-qZeaTJ-oXn1wr-9y31bz-nTzpDA-PXPwK

• 26% saying it has to occur within seconds to be truly effective.

• In contrast, 46% per cent of respondents said that it still takes them 30 minutes or more to respond to breaking news and events via social media.

• Almost 50% of respondents believed that real-time marketing needs to happen

within minutes.

Key Techniques for Real – Time Marketing

• Influencer Marketing

• Viral & Word of Mouth Marketing

• Online PR Outreach

• Reputation Management

• Online PR Strategy

Retrieved From: https://www.flickr.com/photos/pagedooley/8562448300/in/photolist-e3CMyY-5XhZ1u-7Pzo8k-7zufg6-8JS2ym-bxFSw4-49tFFy-cnYW2C-bmDGsu-5kQwHN-pSweSC-7PDnuf-mnrvP-7PDnWJ-ejjXMo-ejjs5j-3XQhn-4ThA5-cpcxa-5kLgR2-4VnLrF-a1s6VU-5kQwsW-kRkpz-5Dznv1-5DzmwY-5CgS1A-5Dv3JD-33B4ME-3KbRWz-5Dzn1W-asLYb6-cNwVsA-btcCL2-peRjCi-2gJtbe-btcPuK-nhti1F-5iPi6m-dTZAW6-dq4wxW-8VSohQ-6QXfW5-pgDT3k-gQAuRV-sdEZJj-ddWm8V-5PskJ-nmLheP-sLKwCk

Why You’re Using Real-Time Marketing

• 56% for Customer Relations

• 55% to Promote Events

• 49% Increase Social Media Engagement & Reach

• 40% Identify Brand Advocates & Influencers

• 51% Compliment Existing Content

Retrieved From: https://www.flickr.com/photos/chelly/1064950561/in/photolist-2C79Gz-c2sef7-ycfrNg-6niao-z98hTi-6n9jj-7birFr-4rDTAi-6oGoJ3-iz2yth-poryC6-4f1bmd-4pf2ne-dC4Ab-5ghnoZ-cP6omo-DK4K2T-4pj55E-4pf2oM-aeXLZs-5cAXAY-5cAWX5-8JJVSQ-iuD-rs3VpF-8JFT74-jL2LN-8JFSUK-9v4yMK-pwFYrf-8SNiYN-7aCGsj-8JJW5o-8JJW4C-8JJVVG-8U8A6N-o3CxNi-8Lica2-dTkogb-8L3pQ4-6G8wmB-8JJVXS-8JJW65-8VkstM-hMbFBG-cP6TuL-8JWuD6-8KF78a-8LmfyY-3Rb39v/

Why You’re Using Real – Time Marketing

The Future For Real-Time Marketing

* 59% of businesses are planning to increase their real-time marketing

budget within the next year

* 98% reported a positive impact to revenue from real-time marketing

* 89% can tie real-time marketing efforts back to their overall business goals

Retrieved From: https://www.flickr.com/photos/thomashawk/15290808978/in/photolist-picoMy-6EMSZk-nQTVz6-wanfV-9eG6fF-a68T8D-4tftX5-59WNrE-5cz9Su-4VsX97-mf8aPB-5ii1wF-aZCvvR-82VYrU-gpUoJG-9qQQW-5Vdp9F-3bqEDy-a9ryrW-6tpAwi-g3RqGu-9n431t-74E3d7-cbcR3q-dzfpPu-p9HJ4-bzjANH-hyjEio-qEnDPx-4WX24i-93Ys5f-6ztANM-4kEmtg-67N3xv-cPjgPN-3hnfv-6y4jKr-5XM1JA-ivXGkp-acL992-633tTH-5TYQ2h-719BLD-aCqUKa-2CiUjL-9wFRW2-3RPqJ4-orVJfQ-4k9k1c-dv2Qxp

References: Research Sources: Course Readings

• KRASHINSKY, S. (2014, December 4). Four ways Canadians are consuming media differently. Retrieved October 19, 2016, from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/four-ways-canadians-are-consuming-media-differently/article21949630/

• KRASHINSKY, S. (2014, January 30). Super bowl advertising won’t wait for commercial breaks. Retrieved October 20, 2016, from http://www.theglobeandmail.com/report-on-business/industry-news/marketing/super-bowl-advertising-wont-wait-for-commercial-breaks/article16614167/

• Bennett, S. (2014, October 23). Paid, owned and earned media: What’s the difference? [INFOGRAPHIC]. Retrieved October 20, 2016, from http://www.adweek.com/socialtimes/paid-owned-earned-media-meaning/502565

• Bonchek, M. (2014, October 10). Making sense of owned media. Retrieved October 21, 2016, from Marketing, https://hbr.org/2014/10/making-sense-of-owned-media

Research Sources: Further Research

• De Libero, G., & David. (2014, July 9). Home. Retrieved October 19, 2016, from Creative, http://www.marketingtechnologybrief.com/4-great-examples-of-real-time-marketing/

• Klein, M. (2015, April 24). Real-time marketing examples with success. Retrieved October 20, 2016, from Content Marketing, https://www.falcon.io/insights-hub/topics/content-marketing/examples-of-real-time-marketing/#GEN

• Collider, J. H. -. (2014, March 20). The challenges of real-time marketing in social. Retrieved October 19, 2016, from https://econsultancy.com/blog/64560-the-challenges-of-real-time-marketing-in-social/

• Hutchinson, A. (2015, June 9). New report highlights significant benefits and challenges of real-time marketing. Retrieved October 20, 2016, from http://www.socialmediatoday.com/social-business/adhutchinson/2015-06-09/new-report-highlights-significant-benefits-and-challenges

• Meerman, D. Real-time marketing - smart insights digital marketing advice. Retrieved October 20, 2016, from http://www.smartinsights.com/online-pr/real-time-marketing-online-pr/

• J, P. (2015, August 11). The increasing importance of real-time marketing. Retrieved October 20, 2016, from Blog, https://fastwebmedia.com/blog/the-increasing-importance-of-real-time-marketing/2015-08-11/

• Biddulph, R. (2014, March 24). 88% of digital marketers consider Realtime marketing critical to their efforts. Retrieved October 19, 2016, from http://therealtimereport.com/2014/03/24/88-of-digital-marketers-consider-realtime-marketing-critical-to-their-efforts/

• Zaucha, D. (2015, June 16). Five facts about real-time marketing and social media. Retrieved October 18, 2016, from Pagemodo Blog, http://www.pagemodo.com/blog/real-time-marketing-5-facts/

•

Photo Credits:

• Retrieved From: https://www.google.ca/search?as_st=y&tbm=isch&hl=en&as_q=times+square&as_epq=&as_oq=&as_eq=&cr=&as_sitesearch=&safe=active&tbs=sur:f#imgrc=DLRqfm0UjDqG5M%3A

• Retrieved from: https://www.flickr.com/photos/libeppi/12295481296/in/photolist-jJvydQ-cA4wPS-jJsDfP-8HLnak-HV7gYk-r9K4LA-mWGw6n-jJtt1B-mTJ8iG-6zSNsj-kTUHrt-iimXmr-fqDhsL-9e57PA-nTiTs8-dEJhPx-dMPMou-jJtthi-cnwR6o-p4b22X-fqEkm1-kTU46x-oM7YJQ-oaDyfb-bDDDbW-awTUkY-e2U9T1-

bVhgyr-dDtN3p-dMPM95-esGbK1-qmToY3-obhUyV-JQ9cVj-nfBQfZ-nTN7RE-eKX1B2-pFZ85p-cA4wqo-o5r9Ld-nTNwEQ-zHD97y-fqEajh-fqwuFN-pQ4bx7-5PZTrX-oaGNJy-nThPrs-od4T8k-nTiTuH

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