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Let’s Just Wing It: A Guide to Real-Time Marketing
return to posts February 4th, 2025

Let’s Just Wing It: A Guide to Real-Time Marketing

When I chat with some clients about their marketing strategies, it often feels like we’re planning for a marathon—long-term goals and campaigns that require patience and persistence. While this traditional approach is undoubtedly valuable, it might feel like we’re taking the scenic route in today’s fast-paced digital world, where attention spans are shorter than ever and content floods our social media feeds.

Enter real-time and responsive marketing.

Imagine yourself at a party: are you the wallflower, awkwardly standing alone? Or are you the life of the party, engaging in conversations, cracking jokes, and effortlessly adapting to the ever-shifting social dynamics?

Real-time marketing is all about being that social butterfly. It’s about seizing the moment, jumping on trending topics or current events, and creating relevant content that connects your brand to the conversation. Instead of meticulously planning every word months in advance, you’re quick on your feet, ready to respond to what’s happening around you. Think of it as developing a super-fast marketing reflex!

The goal? To make your brand the most engaging guest at the party, of course! You want to show everyone how cool and relevant you are while building genuine connections with your audience.

Need an example? During the 2013 Super Bowl, when the lights went out in the stadium, Oreo’s social media team scored a touchdown with a single tweet: “Power out? No problem. You can still dunk in the dark.” This witty response, accompanied by an image of an Oreo cookie lit by a flashlight, went viral. It was a masterclass in seizing the moment and demonstrating quick thinking.

Feeling a little overwhelmed by the idea of spontaneity?

Responsive marketing offers a more structured approach. You can identify upcoming events and proactively develop relevant content that will be ready to go when the conversation heats up. It’s like having a few witty comebacks prepared in advance, just in case the opportunity arises.

Let’s be honest, spontaneous wit is a gift, not everyone possesses it. But with a few pre-planned gems in your back pocket, you’ll be well-equipped to react quickly and effectively. Plus, when you have the time to plan, you can really go all out and create some truly awesome content!

For instance, Pantene cleverly combined real-time and responsive marketing for the Oscars. They launched a pre-campaign with the hashtag #wantthathair, building anticipation and engagement. During the event, they employed a real-time illustrator to capture celebrity hairstyles, offering viewers instant “how-to” tips and keeping the conversation flowing. This innovative approach delivered a win for Pantene without the hefty price tag of a traditional commercial. Genius, simply genius!

Real-time and responsive marketing aren’t magic bullets, but they’re powerful tools to add to your marketing arsenal. By embracing creativity, paying attention to your audience, and seizing the opportunities that arise, you can ride the wave of trending events and make your brand the most talked-about guest at the party.

I hope this article has inspired you to think outside the box and inject some spontaneity into your marketing strategy. Now go forth and conquer!

Written by

Jose Guzman

Partner

Jose is founding partners of Generator Design with 3 decades of business, advertising and design experience. He is a past member of the Marketing and Communications Committee for The Hospice of Windsor-Essex. Jose was awarded the Spirit of Growth Award from the Hospice of Windsor & Essex County for service and expertise in the area of marketing and communications.