Real-Time Content Marketing in 2014 – Where Does Copywriting Fit In?

With consumers predicted to gravitate even further towards fully personal shopping experiences, marketers, social media gurus and copywriters alike all need to stay on their toes this year.

Real-time marketing – the instant reaction to consumer behaviour – puts savvy businesses ahead of the competition by keeping them at pace with their audience. The conversation needs to be engaging, relevant and ongoing, building that lasting relationship and brand loyalty that’s vital to success.

Creating bespoke content in real-time for the individual is something that initially looks daunting, especially for companies that already have a wide consumer base. We have seen it work on a grand scale, though: the perfectly timed Oreo tweet from the Super Bowl blackout will go down in history as one of the most memorable and the most successful. The secret? Months and months of planning. It’s true that you can’t really react to a situation until you know what it is, but Oreo’s marketing team had been carefully preparing for a wide range of eventualities to make the resulting ‘instant reaction’ feel completely spontaneous.

So how does copywriting fit in with the idea of bespoke real-time marketing? As well as offering consumers the freedom of personal choice, you provide them with messages tailored and timed to their own experience and journey. This is possible through tracking an individual across all of their touch points with your brand, from researching it on a smartphone to reading reviews on their tablet.

Let’s say a customer on your website has been looking at a table lamp. You can see from your analytics that they stayed on the page for a few minutes – they’re interested, but not sure whether to take the plunge. So you instantly contact them and offer a unique deal: money off, free delivery, something that creates the final convincing reason to click ‘buy now’. The customer is happy, and not only that they feel completely catered to.

In the case of a well-timed ad such as the Oreo example, it was easy enough. The Super Bowl is an event that draws record audiences, so naturally the brand’s fan base and reach were going to be high.

Coming up with an instant creative idea that’ll keep a customer hooked is a big challenge for any copywriter. There’s no time for writer’s block when there’s a sale at stake. Joining the conversation at exactly the right time puts your brand in the spotlight, and anticipating customer needs and behaviours will earn brownie points even if they’ve previously chosen a competitor.

Speak to Stratton Craig today and discover how creative marketing communications will benefit your business.

via Business 2 Community http://www.business2community.com/content-marketing/real-time-content-marketing-2014-copywriting-fit-0729766?utm_source=rss&utm_medium=rss&utm_campaign=real-time-content-marketing-2014-copywriting-fit