In the race to stay relevant, brands have tried (and tried … and tried) to create real-time marketing magic. But very few succeed. At best, their efforts come across as feeling forced or “gimmicky.” At worst, they’re downright disastrous. As a result, the value of real-time marketing has come into question and PR pros are wondering whether it’s a viable tactic for spurring meaningful online chatter and social sharing.
If you limit your real-time marketing efforts to haphazardly jumping on trending hashtags or trying to insert your brand into popular topics of conversation, you’re probably not going to love the results you see.
Instead, focus on delivering the right message at the right time – and that’s when you’ll really reap the benefits.
Head over to Entrepreneur.com to read the rest of my article, where I share tips and real-world examples that will help you learn how to master real-time efforts and avoid real-time disasters.
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Photo credit: Andrew Hurley, via Flickr Creative Commons