Smart marketers know that the web offers the unprecedented ability to be timely and relevant. When an event happens, content can shift in real-time, ads can go up and offers can be made.
I love the Nokia team's response to the iPhone price drop and subsequent buyer revolt. The Nokia team used the news to their advantage and started running search ads inviting Apple's early adopters to enjoy their new Mosh service and some free content. It's timely, super relevant and took advantage of a one-time situation to capitalize on consumer emotions.
Here is a screenshot of the ad based on the phrase 'iphone price drop':
[Screenshot via TechCrunch]
Apple eventually posted a retaliatory search ad and Nokia has since removed their ad from rotation (the window is closed). Nokia only had to be there in the moment and it could have very easily passed them by. How many situations just like this could companies use to capture the interest of consumers? Relevance is key in getting people to engage with you online and this type of marketing is right on the money
Here are some questions to ask and thoughts to ponder:
- Are you listening to the web? Are you listening to social media?
- Where are you listening?
- Do you have Google alerts on keywords? Search Technorati? Keep an eye on the news? Do you do this in real-time?
- What events trigger consumer purchases in your industry? Weather, seasons, the stock market, etc?
- How do those things impact consumers? What behaviors change?
- If you knew what to look for, how would you react to take advantage of it before your competition?
Search ads are nice because they're quick to implement and highly targeted? RSS display ads (where you control dynamic messaging in real time) are another option. Would video have more impact? Do you have a camera at the ready just in case?
How have you taken advantage of real time marketing to increase sales or gain new customers?