Post by account_disabled on Feb 28, 2024 8:08:10 GMT 3.5
Real Time Marketing : for many it is a huge opportunity that often brings results and visibility, for many others it is just a method that leads to the destruction of original and refined creativity . After Miss Italia 's gaffe, some brands wasted no time and poured their creativity into social media, a clumsy motivation from the unfortunate woman was enough to trigger the spring of real time marketing played on the common thread of shameless irony. This is the case of National Geographic which, by a fortuitous coincidence, was able to exploit the story of Miss Italia on the World War to advertise one of its scheduled programs, specifically on the Second World War. national-geographic-miss-italia Others have also exploited the story, such as the children's biscuit brand Plasmon : plasmon-miss-italia At first glance, these contents may seem like a simple example of Real Time Marketing (although it would be more correct to talk about Instant Advertising). Some have criticized these choices, others have praised them amidst a thousand doubts, what is certain is that they have divided the public.
Those who approved are because they appreciate the type of " joke " post, those Paraguay Phone Number who didn't approve are because they think that things like this are not suitable for these brands, that they have sold their faces for holy visibility or even that the joke published is in contrast to the general tone of voice of the brand page itself. As always happens on the web, many people judge without first contextualising and above all without asking themselves the right questions to understand the phenomenon. What is the question we should ask ourselves to judge such actions? The question is only one: is this post adequate? We define Adequate What does it mean to publish an appropriate post ? And suitable for what? The concept of "adequate" includes those posts that on the one hand satisfy the brand's objectives and on the other fit into current discourse in a clever but harmonious manner , without losing originality and style and without forcing or petty operations. A brand publishes adequate content when it is based on a topic of interest to its target , when this content has the right tone, in line with the general tone that the brand has always had on social media and does not deviate too much from the style of communication that distinguishes it.
Therefore, defining whether these posts are adequate means asking yourself: Whether or not the tone of the published post breaks away from the general tone of voice of the brand page If there is a real motivation to connect your brand or product to the case in question Last but not least if the brand's target is interested in the case in question… In my opinion the two cases reported above perfectly respect this type of premise, but there is a but. They are clever examples, but are they also examples of style? And, beyond the teasing and limited popularity at the moment, what value do these operations have? Are they raising the bar for Real Time Marketing or are they lowering the bar for creativity? Is Real Time Marketing good or bad? Before answering, let's also take the case of Ceres who made fun of Gasparri as if they were two old acquaintances arguing in a bar and also took the liberty of mocking German Chancellor Angela Merkel after the Volkswagen scandal : ceres-vs-gasparri Ceres-vs-merkel Same analysis on suitability done for the two brands above: here we are on Ceres. With respect to its objectives it has done no more or less than what it has always done, Ceres can allow itself this kind of jokes because it fits the style of its product and goes straight to the heart of its target.
Those who approved are because they appreciate the type of " joke " post, those Paraguay Phone Number who didn't approve are because they think that things like this are not suitable for these brands, that they have sold their faces for holy visibility or even that the joke published is in contrast to the general tone of voice of the brand page itself. As always happens on the web, many people judge without first contextualising and above all without asking themselves the right questions to understand the phenomenon. What is the question we should ask ourselves to judge such actions? The question is only one: is this post adequate? We define Adequate What does it mean to publish an appropriate post ? And suitable for what? The concept of "adequate" includes those posts that on the one hand satisfy the brand's objectives and on the other fit into current discourse in a clever but harmonious manner , without losing originality and style and without forcing or petty operations. A brand publishes adequate content when it is based on a topic of interest to its target , when this content has the right tone, in line with the general tone that the brand has always had on social media and does not deviate too much from the style of communication that distinguishes it.
Therefore, defining whether these posts are adequate means asking yourself: Whether or not the tone of the published post breaks away from the general tone of voice of the brand page If there is a real motivation to connect your brand or product to the case in question Last but not least if the brand's target is interested in the case in question… In my opinion the two cases reported above perfectly respect this type of premise, but there is a but. They are clever examples, but are they also examples of style? And, beyond the teasing and limited popularity at the moment, what value do these operations have? Are they raising the bar for Real Time Marketing or are they lowering the bar for creativity? Is Real Time Marketing good or bad? Before answering, let's also take the case of Ceres who made fun of Gasparri as if they were two old acquaintances arguing in a bar and also took the liberty of mocking German Chancellor Angela Merkel after the Volkswagen scandal : ceres-vs-gasparri Ceres-vs-merkel Same analysis on suitability done for the two brands above: here we are on Ceres. With respect to its objectives it has done no more or less than what it has always done, Ceres can allow itself this kind of jokes because it fits the style of its product and goes straight to the heart of its target.