Your marketing needs to start working in REAL TIME
Interesting discussions with my planning colleagues at AKQA London over the last couple of weeks about "Nowism".
In an era of live breaking 24hour Sky News, Facebook news feeds and Chat Roulette (NSFW: http://chatroulette.com/) consumers aren't waiting patiently for advertisers to broadcast their messages. If we want to get cut through with an audience who is always connected, marketers & advertisers need to act in REAL TIME. Superbowl 2010 gave some good examples of how tier 1 advertisers are tackling REAL TIME in big campaigns by using TV to drive fans and chatter on Facebook fan pages http://mashable.com/2010/02/04/social-media-super-bowl/ But what about the rest of the year? What about the bits in between the 6 week bursts? Marketing departments need to shift from commissioning marketing to actually engaging their audiences themselves in REAL TIME.