Why real-time marketers need a better radar

Whitepaper Connected Life 2014 | Engels


Major global or national events increasingly trigger their own marketing arms race. From the Superbowl to the birth of a royal baby, the Grammy Awards to the passage of gay rights legislation: no potentially momentous occasion is complete, it seems, without an army of eager brand marketers planning the perfect real-time marketing response to it.
This rhythmic test of brand strength and spontaneous creative skill has its winners and its losers, and the line between the two can be brutally clear. For every realtime marketing triumph from the likes of Arby’s, Oreo or Virgin, there are plenty that fail to make an impact – or that make entirely the wrong kind.

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