Umass Dartmouth Center for Marketing Research Blog

Real Time Marketing and Large Scale Events

Real Time Marketing is defined as marketing that is based on up to date events. Instead of creating a marketing plan in advance and executing it according to a fixed schedule, real time marketing is creating a strategy focused on current, relevant trends and immediate feedback from customers. states that such strategy occurs when a popular trend or a large-scale event happening around the world, and a brand joins the conversation then pushes it forward. Caution! “Trolling” and “jumping on the bandwagon” for every notable trend will not be effective in any way, shape, or form. In this case it’s a good idea to zero in on aspects that differ from the norm. provides three tips on how to be influential in real time marketing and they are as follows. First, you must have an active base of followers. Your content needs to be received regularly so having followers that are active and engaging is crucial. Second, do not put much effort into being first. Sure, the earliest tweet may initiate that momentum but it doesn’t always attract the most attention. The initial Facebook post may not stay at the top of the last. The third tip is to be cautious. Social media marketing is not always performed properly and they’re never a guarantee when it comes to a successful campaign. Having a backup plan or other options to explore ready is a good idea.

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