From the moment Oreo went viral with their well timed Super Bowl blackout tweet, there have been countless articles touting the benefits of ‘real-time marketing’ – and even more brands attempting to recreate that success (typically soaked with desperation or haste). The allure of heightened impressions and virality is understandable, given the industry’s fixation on vanity metrics and ROI, but it seems that real-time marketing and promotions still take precedence over real engagement and conversations.
As the number of messages requiring a response (such as customer questions) continues to rise, few brands are actually meeting the increased demands. In fact, 4 out of 5 messages go unanswered by businesses.
Real-Time Marketing for the Glory, Real Engagement for the Win
