Ideas
Explore the world's #1 largest database of ideas and innovations, with over 500,000 inspiring examples.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Consumer Insights
Uncover major shifts and emerging opportunities with our exclusive PRO research.
Trend Reports
Discover why 900 brands rely on our AI-powered Trend Reports to get better, faster insights.
Newsletter
Join over 250,000 subscribers who rely on our weekly newsletter to keep up with need-to-know trends and insights.
Dashboard
Get special access to premium content, topic tracking and customizable tools through our AI-powered Dashboard.
AI + Human Methodology
Learn how Trend Hunter harnesses the power of artificial intelligence.
Assessment
Enhance your innovation potential with a deeper understanding of your unique innovation archetype and how your organization benchmarks.
eLearning (NEW)
Prepare for the year's ahead with 100+ lessons, tactics, tools and frameworks with our full learning database.
Advisory & Services
Accelerate innovation and ignite disruptive thinking with our award-winning programs and research.
Trend Reports
Get fast, customized trend reports, presentations and deep dives 20x faster than traditional research.
Plans
Get started today with a free consultation, our self-serve tools, or a dedicated program.
Jeremy Gutsche
Ignite your event or virtual event with our CEO, a NY Times Bestselling Author and one of the top innovation keynote speakers.
Our Team of Speakers & Virtual Presenters
Inspire your group with our most popular speakers on innovation, trends, change and futurism.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Contact
Get in touch to learn more, ask a question or submit a tip.
About Us
Learn more about Trend Hunter and how we accelerate innovation.
FAQ
Get answers to common questions about Trend Hunter.
Community
Stay on the cutting-edge with the help of the Trend Hunter community.
Team
Meet the team trusted by hundreds of leading businesses worldwide.
Jobs
Find opportunities to accelerate your career with the #1 Trend Firm.
News
Catch up on noteworthy Trend Hunter news and media mentions.
Join
Build a portfolio and put your trend-spotting abilities to the test.
Advertising
Supercharge your marketing by partnering with Trend Hunter.
Portfolio
Visit your public portfolio and browse your past articles.
Add a Trend
Write up an article and showcase your trend-spotting skills.
My Trends
Edit your articles and see how they stack up on the leaderboards.
Settings
Edit your profile, connect your social media accounts, and more.
Add a trend, customize your dashboard, or track topics.
Future Festival
Innovation Events
Join the world's top innovators at our FREE Virtual events.
Free Webinars
During COVID-19, learn to innovate through chaos, navigate the new normal and maintain work culture from home.
Custom Training & Events
Bring the Future Festival experience directly to your team or co-hosted custom event.
Search our database of 389,196 cutting edge ideas.

Real Time Marketing: Staying in Conversation with Your Consumer Base

Vasiliki Marapas
October 29th, 2013

Related Trend Reports

Luxury, Retail
Real-time marketing has proven itself to be an invaluable marketing tool for brands, with an increasing amount of companies becoming involved with social media like Instagram, Twitter, Snapchat and Vine. However, being active on social media is not enough to improve your brand-consumer bond. Here are some tips to ensure that your organization stays afloat with the changing business current.

Cultivate an authentic social media presence. In order to do so, it’s important to stay consistent and ubiquitous. Brands should be routinely active on all their social media accounts and maintain a tone of voice that is reflective of their brand. It’s also important to build a genuine connection with your consumer base. Simply tweeting at your customers is not enough; you want to stay in dialogue with them. Crowd-sourced content is an exceptional way to integrate your consumers into your brand. Not only are you listening to what consumers have to say, you’re allowing them to become part of the process. For example, the Lay’s ‘Do Us a Flavor’ contest asks consumers to help them come up with a new chip flavor. The campaign is comprised of a Facebook submission tool and a pop-up store in NYC’s Times Square where they can sample and submit flavors. Even the title ‘Do Us a Favor,’ is friendly and conversational, highlighting the bond the company has with their clientele.

Create more Short-Term Goals. Short-term goals are more flexible and adaptive to the real-time structure of social media. Long-term goals are more likely to fall victim to the fluctuating climate of the public because they are harder to re-adjust. In contrast, smaller, interim goals are able to accommodate and capitalize on ephemeral trends. Real-time marketing is more than immediate communications; it means revitalizing your brand to keep up with the touch-and-go nature of social media. Brands need to be prepared to redirect their ideas according to the changing tides. Quick exit strategies and the re-appropriation of resources is key.

Be Accessible. Social media ventures are a great way to be accessible to existing consumers, but they’re also an excellent way to welcome or attract potential new clients. For instance, Oscar De La Renta debuted its 2013 ad campaign via an Instagram account titled @OscarPRGirl and Rebecca Minkoff debuted its New York fashion Week collection via Snapchat. These ventures make the collections more available to the fans of the brand, but are also a great platform so that people who wouldn’t normally see these projects now have a greater chance of coming across them.