What you need to know about instant marketing

What’s the point of instant marketing?

The objective is to allow companies to enter the flow of the most current conversations, by addressing them with a communication strategy that considers how the different target audiences are interacting through their voice. In this way, they can simultaneously reach consumers, address them, and interact with them in the same language and on the same level. This method aims at offering a quick, on-demand reaction that can be tailored to the needs of each individual campaign.

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The aim is to reach as many people as possible, with a simple and clear message, in order to achieve an immediate impact and create an emotional bond with customers. Brands are meeting customers on a different level, discussing trending topics and points of interest with them without necessarily focusing on a sales pitch, but rather aiming to be a relevant part of the public discourse.

What platforms work best for instant marketing actions?

To this end, the company must have a strong social media presenceand, above all, a seamless Twitter strategy. The company’s dedicated blog and its website are also important ways of keeping in touch with customers and potential customers.
Twitter’s short message format and rapid-fire pace make it a more effective tool for instant marketing than other social media networks, because people are already using to comment on current events in real time. It’s where news breaks first and where people bring their own thoughts to the table, making it the ideal place for you to use hashtags to get your brand out there.
The best stories are often ironic: they involve an unexpected twist at the end. Stories may involve satire, parody, humour or something else. They may involve an unexpected event which takes place in a real-life context.

Can instant marketing be planned?

When we think of instant we might find it hard to implement it in a comprehensive marketing strategy, due to its intrinsig unpredictability. However, there are instances in which marketers can create messages or content and then publish them at a later date—an approach known as ‘planned instant marketing’. Such is the case with major public events, concerts, sports matches, royal weddings etc. Once you are rolling with the main event, however, you will need to stay on top of new developments, to ensure your planned content stays relevant.

What to avoid

A lot of times, instant marketing can backfire on a company, or at least be misinterpreted. If you throw your message out there without considering what your audience is thinking and feeling and what they’ll want from your business, you’re going to end up leaving consumers confused and frustrated. You need to focus on what you want to say and how you want to say it before reaching out with your marketing materials. Beware of being inappropriate or of hogging sensitive topics for blatantly commercial goals. Consumers are quick to spot and punish such behaviour!

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