Relationship Marketing, March Madness & Oreo Tweets
By Kerry Guard
The lights had just gone out at the Superdome in New Orleans in the now-infamous Super Bowl blackout when Oreo sent a tweet that said Power out? No problem. You can still dunk in the dark.
It was a completely spontaneous marketing move that tapped into an event unfolding in real time.
Known as real-time marketing, these are tactics executed “on-the-fly” to determine an the best approach to a reach a customer at a specific time or place.
Combined with a relationship marketing program that focuses on customer acquisition, retention & satisfaction, real-time marketing efforts could prove to be a big part of America’s next big sporting event: NCAA basketball’s “March Madness” tournament.
So how can your brand or digital marketing agency combine relationship marketing programs with real-time marketing?
- Automation: Brands and agencies need to create a framework of predetermined processes within their existing relationship marketing program. Examples of these processes include integrating marketing & analytics toolsets and aligning physical workforce with these toolsets.
- Marketing Channel Integration: How are your marketing channels integrated together? To the point above about establishing predetermined processes, making sure that you have identified and integrated each marketing channel in advance is critical.
- Measurement: Create goals and measure, measure, measure! Use these goals to show measurable failure/success of your efforts.