Real-time marketing continues to be one of the hottest topics as a result of Oreo’s “Dunk in the Dark” tweet during the Super Bowl. Today, the companies and people who helped put this trend in the spotlight took the stage at Pete’s Dueling Piano Bar in Austin for a pop-up panel discussion on “The Power of Microcontent and Marketing in the Moment.”
The dynamic panel, moderated by David Teicher, Associate Editor, Ad Age, included: Bonin Bough, VP of Global Media and Consumer Engagement, Mondelez International; Steve Doan, Senior Associate Brand Manager, Oreo (a Mondelez International brand), Gary Vaynerchuk, Co-founder, VaynerMedia; David Berkowitz, VP, Emerging Media, 360i; and our very own Albert Chou, Chief Innovation Officer, Expion.
Chou kicked off the session with opening remarks on the real-time marketing opportunities for brands and the Big Data analytics journey that lies ahead for Expion. “The cycle of content creation happens nonstop,” Chou noted, and brands need to join the conversation in a way that adds significant value. The integration of Big Data will enable brands to “learn what happens around the world in real time” and enable the storytellers to creatively tell their brand stories.
The “Dueling Piano Bar” was the appropriate venue for an enlightening and fun-spirited war of words between Bough and Vaynerchuck. As soon as Teicher opened the discussion on microcontent and real-time or newsroom marketing, Bough, Vaynerchuck and the panelists lit up the bar with a passionate conversation on this seismic engagement and strategic shift for marketers. Audience questions from Jeremiah Owyang, partner, Altimeter Group, and David Armano, Managing Director, Edelman Digital, demonstrated that digital thought leaders everywhere are highly interested in what’s next for marketing in the moment.
In a panel stuffed with incredible insights, below are a few takeaways from the experts on stage.
What is Real-time Marketing?
Vaynerchuck: Real-time marketing is all about bringing value. It brings humanity to a brand since it’s predicated on escapism and humor.
Doan: (The Super Bowl tweet) didn’t come from left field. It was very consistent with what we were doing – very simple and easy to digest. Speed is key.
Chou: Real-time marketing is eventually just going to be marketing and some brands will do it better than others.
What Do Brands Need to Do?
Bough: Brands should prepare to be part of the cultural conversations. Build the muscle memory – or digital fitness – to make real-time marketing happen.
Berkowitz: Marketers should expect to work through the biggest days and moments such as the Super Bowl or GRAMMYs – need to have a great team to make it happen.
Chou: Brands have to be extremely agile and should empower employees to share their stories with everyone they know in their networks.
What Should Brands Measure?
Vaynerchuck: Content should be judged against the norms of a brand’s engagement and for the nuances of each platform – a photo on Pinterest is different from a photo on Instagram.
Bough: My role is how to increase overall ROI across the marketing mix and how they operate in conjunction with each other. For the Super Bowl, we were not just focused on the value of the tweet, but also how it augmented the TV spot and vice versa.
The event ended with Bough bringing Peter Heffring, Expion CEO, up on stage to announce that Expion has been chosen to power Mondelez International’s new social media command center named “mPulse Lab.” Using Expion software, the innovative lab will allow Mondelez International to monitor and act on real-time visualized social feeds from Mondelez International’s snack and food brands.
A big thank you to all the panelists and everyone who came to our pop-up event to make it a truly memorable and inspiring session on 6th Street. You can check out the panel chatter on Twitter by following #sxswRTM. And remember, you may be able to dunk in the dark, but your real-time marketing efforts require a fully enlightened organization that has the people, commitment and the tools to make it successful. Best wishes on “Oreo’ing” your brand after SXSW!
Photo Credit: Panel shot courtesy of Jeremiah Owyang.