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What you need to know about real-time marketing

Few brands can pull off what Oreo did at the Super Bowl this year. Still, marketers stuck for ways to get people talking about their brands could do worse than looking into real-time marketing.

Marketing spoke to Parminder Singh, Twitter’s managing director for Southeast Asia and MENA, to find out what marketers need to know when embarking on a real time marketing campaign.

Marketers need not limit themselves to current affairs when marketing in real-time, said Singh. Real-time marketing involves “being present and participating in real-time conversations about your brand, product category or brand attributes
a sports shoe company might want to be participating when consumers either mention its brand, discuss sports shoes or talk about running”, said Singh. Thus, while major events like the Super Bowl are good opportunities for brand promotion, brands could do just as well by monitoring appropriate terms that are trending on Twitter and running relevant campaigns.

Singh cited SingTel as a brand that uses real-time marketing particularly well. The brand found success with their #need4GSpeed campaign. The campaign saw the telco invite consumers to submit their own ideas for when a high-speed 4G connection is useful. Singaporean comedian Hossan Leong was asked to transform the best ideas into improvised comedy skits that were published on YouTube, resulting in approximately 23 skits being produced in a period of eight hours. (Miguel Bernas, Singtel’s digital marketing director and the brains behind the campaign, talks about the campaign here. For a YouTube illustration please click here.)

Singh advises that when latching themselves on the backs of major events, brands should plan their advertisements in advance. For instance, for sports events where the outcome is not known beforehand, brands should start keeping winner-agnostic tweets and time their tweets with the event.

Finally, Singh cautioned that brands should “have clearly defined expectations that are articulated in the tweets. For instance, if the objective is to increase the number of followers than its better to have a clear ‘ask to follow’.”

Singh will be speaking more about the power (and risks) of real-time marketing at The Futurist Live! taking place on 3 December at the Pan Pacific Hotel.

Book your seat at The Futurist Live! by today to enjoy special rates of $149 (UP $199). Visit or contact Sherlene Quah at or +65 6423 0329 for more information.

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