What is Direct Response Advertising and Real Time Content? When we talk about content marketing, we mean one of the most important pieces of any modern digital and business marketing strategy.
Today there are very few companies in the world that do not bet heavily on designing and developing a powerful presence on the Internet and in the minds of their potential customers thanks to their online content.
But, this exciting subject of content marketing not only goes from the generation of articles on a blog or publications on social networks … it is a living technique and with a marked and continuous evolution.
What Is Direct Response Advertising or What about Real Time Content?
“Direct Response Advertising and Real Time Content” These are some of the many examples that we can find in the world of digital marketing, on techniques that set trends and on the skill of a team of professionals to transcend the borders that until then seemed well defined.
Although for many of us these terms may still sound strange or seem issues beyond our reach, they are strategies that are already being used by many Brands today.
This Is How The Real Time Content (Or Real Time Content) Begins
On February 4, 2013, something surprising happened.
Thousands of people gathered at the New Orleans Superdome to support their favorite teams during one of the most important sporting events in the United States: the SuperBowl.
The emotion was breathed throughout the stadium. Finally, the expected moment.
The beloved Baltimore Ravens and San Francisco 49ers players take to the field in their bulky uniforms.
Fans burst into shouts. The referees call the captains and mark the start of the match. The players begin to run and pass the unmistakable elongated ball. Hobbies roar.
And suddenly something happens that was not planned. The stadium is in complete darkness.
What’s going on? Everyone asks. Five, ten, twenty minutes pass, and nothing. Follow the darkness. People go to their mobile terminals to find answers and find out the reason for the blackout.
So, at exactly 8:39, those who were browsing their Twitter accounts observe the following:
In a very clever way, the company that makes the very delicious chocolate and cream biscuits encourages viewers by telling them not to worry about the blackout, that even in the dark they can continue to soak their Oreos .
And they accompany that text with the correct image you see above, specially created at that very moment for the occasion.
All the greats of digital marketing and news dedicated a headline to it: Forbes, Wired, Bloomberg, Buzzfeed, the Huffington Post.
Around the world.
How did the Oreo digital marketing team take advantage of this situation in record time and with the smallest budget?
Members of the agency the company works with, 360i, and Oreo’s own employees, had locked themselves in a room to post the agreed-upon posts on social media.
When the blackout happened, they looked at each other and thought: this is ours.
When they were all together it was very easy for them to get out of the script and get the necessary authorizations to create something unexpected but very relevant.
Within minutes, other brands tried to do the same.
Calvin Klein suggested an abdominal session taking advantage of the lack of lights, with this video:
And despite how impressive the game was, the maximum number of Tweets occurred during the blackout: 231,500 tweets per minute, almost the same amount as during the Beyonce halftime show, when 268,000 tweets were shared per minute.
That celebrated day the new star of digital marketing was born: Real Time Content.
What Does RTC (Real Time Content) Consist Of?
As you can imagine, Real Time Content consists of marketing a product or service through content that is relevant to a specific cultural event or event.
That is the more or less official definition. But you know that things are never so clear. In addition, only two years have passed since that key moment in the history of digital marketing. For this reason, the RTC, like any strategy that is launched to stardom, is still a bit disoriented. But that is normal.
It is a matter of “trial and error”. You have to go testing. The luck of Real Time Content is that it has a great predecessor to imitate: social media marketing . And it is that the various social platforms that have emerged in the last 10 years have offered companies a solid base where they can participate in conversations with customers in real time.
In addition, RTC has many advantages that social networks did not have when they began to be used as company advertising. RTC has, for example, software and data analysis tools that did not exist a decade ago. Real-time analytics, for example, allow you to quickly get data from today’s entrepreneur, and act on what you learn from that data, almost immediately.
Still, there is still a bit of confusion about what Real Time Content encompasses. But also, Real Time Content makes many uncomfortable.
What Challenges Does The RTC Present?
Real Time Content contradicts the traditional marketing format. RTC is opportunistic and runs instantly based on news or events happening right then and there. And so, to those who are used to spending weeks and months developing marketing plans and campaigns, this spontaneity of the RTC seems paranoid.
Because to be successful in real time, spontaneity is required. And many believe that an effective marketing strategy can never be built on that spontaneity. But the truth is that to be spontaneous, you still need good planning and many resources.
You need to be constantly informed and vigilant to assign a message to an opportunity that appears instantly. It is like catching lightning in a bottle. It doesn’t happen that way.
You have to study trends, master resources, and above all be part of the game. Because as Noah Brier, founder of Percolate says, to be a good creator of RTC, you have to be a consumer of RTC.
For many of the big brands, Brier explains, that is a great challenge.
They are not used to consuming culture, content and ideas in real time.
If you want to create content in real time, by definition, you have to know what is happening in real time.
“If it is more than three hours old, it is outdated content”
Using RTC means moving from a universe where it was normal to adhere to a 21-week cycle to produce an advertisement on TV to a world in which content is created and is no longer relevant in the same day.
The main problem that large companies face is the problem of authorization. And is that the most obvious risk for these companies is that something is written that does not represent their brand faithfully or even that is offensive and causes them problems.
Because even if they could reliably predict when significant moments were to come, most big brands just aren’t interested in investing so many resources when no one knows for sure if a golden opportunity is going to come up that drives them viral.
Does Real Time Content help us to sell online?
Of course, in Australia, where I live, there are many advertising agencies that bet on the RTC, calling their content marketing teams and copywriters in their offices when there is an important event to generate social media posts and relevant articles. .
However, it seems that many prefer to bet on another less risky alternative. Direct Response Advertising.
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What is the difference between Real Time Content and Direct Response Marketing?
The RTC (Real – Time Content) speaks to people. The DNA (Direct Response Marketing) converses with people.
Example: Pantene’s campaign during the 2013 Oscars.
For every celebrity who stepped on the red carpet, Pantene composed a tweet giving advice to his followers on how to get similar hairstyles.
Two years later, #WantThatHair was still trending in the 2015 Oscars.
The Direct Response Advertising team responds to signals emitted by the consumer, and it does so with agility and commitment.
Tactically, this means listening, to know when and how to interact.
The good thing is that today, it is the consumers themselves who ask the brands what they are interested in and in many cases they are the ones who generate the content.
It’s about trying to learn as much as possible about them and with them in order to awaken and engage in conversations that lead us to forge deeper relationships and greater brand loyalty.
Are You Interested in Real-Time Content or Direct Response Marketing?
They interest you as long as they get you online sales. Evident.
What I mean is that large advertising agencies and companies like Oreo or Pantene, it can cost them to have 10 members of a team, all of them with annual salaries equivalent to what most of us would charge in 10 years, locked in a luxury office waiting for lightning to strike to catch him in the bottle.
And maybe we can’t emulate that kind of montage. We may not be able to have copywriters, digital marketing and social media content specialists at our beck and call for 8 hours to cover an event.
But what we cannot forget is what represents the appearance of this type of advertising. And what it represents is: immediacy. The consumer demands immediacy. And therefore: immediacy must be given.
I know it seems contradictory, but if you want to stand out during an event of relevance to your company, make sure that everyone involved in content development is aware of the guidelines of your brand and your tone of voice.
Don’t forget, it takes a lot of planning to be spontaneous.
To track Trending Topics, you can do it on social networks like Twitter and Facebook (but you already know that).
You also have the option of resorting to much more sophisticated social listening platforms like Radian6 .
Used by more than 50% of the companies in the Fortune 500 list, Radian6 allows you to listen, analyze and monitor everything published on social networks in real time, thus offering instant analysis.
Armed with the knowledge that knowing what your customer is interested in gives you in real time, the next step is to turn the comments into real conversations that happen in real time.
Livefyre is a real-time commenting system that integrates social networks and the company blog and, according to its creators, allows you to create a dialogue in real time that increases page views by an average of 25%.
Because the important thing, and what I hope you take away from this article, is that, whatever you call the latest digital marketing trend, the important thing is to create a permanent dialogue with your client.
Opportunism may work one day, but what really counts is creating a committed dialogue through your content marketing.
If you can make history like Oreo did, great.
But if not, like other companies struggling to be seen in the digital universe, the word to keep in mind is this: dialogue.
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