Real Time Communications Featured Article

World Cup Marketing Shows the Business World the Potential of Real-Time Communications

July 22, 2014

It’s not news that the world of marketing has changed. A marketing manager who retired 10 or even five years ago, dropped back into the present day marketing landscape, would likely be very lost, even if he or she is familiar with digital marketing.

For starters, more marketing efforts are mobile today, adjusting to the number of Americans who carry and constantly use their mobile devices such as smartphones and tablets. Secondly – and this may be even more critical – marketing has gone real-time, and it has become far more interactive than it ever was before.

Until just a few years ago, marketing was a largely one-way vehicle that worked asynchronously. A company put up a billboard, recorded a radio ad, placed a print ad or bought space on a Web site to advertise a product or service. Whether the customer responded or not was often recorded days or months later, and the communication between company and customer was quite asynchronous.

Real-time marketing is shaping up to be a beast: a vehicle of awesome opportunity, but also requiring awesome resources. Real-time communications, such as video chat, instant messaging and more have become the channel of choice. Nowhere was this real-time marketing concept on display more than during the recent football (soccer) World Cup events held in Brazil, according to a recent blog post by Lewis Blank of Lewis PR.

Adidas, for example, prepared a team of about 40 public relations, marketing and advertising specialists to work live in the company’s World Cup headquarters for the duration of the games. They were responsible for generating real-time marketing content through Twitter and other social media vehicles, interacting with fans, providing updates and value added content and generally getting the Adidas message out to fans.

Hyundai Kia Automotive Group also went real-time, concentrating their efforts on fan competitions and at-home experiences.

“They used social media channels to promote these events, while spicing it up with some branded content announcing the next matches in Brazil,” wrote Blank.

Other real-time marketers, such as Snickers and Domino’s Pizza, were quick to adjust real-time marketing efforts to the infamous player ear-biting incident of an Italian player by Uruguay’s Luis Suárez. (See Snicker’s ad here.)

These efforts should be a lesson for any company marketing or offering customer support today. Customers increasingly expect personalized service in the combination of channels they find most convenient, and they expect the interactions to happen in real-time. Technology standards such as WebRTC  can enable companies to engage in browser-based live audio or video collaboration with customers, with no need to download anything.

While these real-time efforts may be on the frontlines of digital marketing today, in a few short years, they are likely to become the bare standard minimum of marketing achievement. Ensure your organization is well positioned for real-time before it becomes an absolute necessity. 

Edited by Stefania Viscusi

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