Tuesday, March 18, 2014

Real Time Marketing or Video Marketing?

As we’ve witnessed already, evolution is distinct from change. Especially in the context of the social media world.


The landscape of digital marketing and social media evolves so rapidly that it becomes tricky for marketers to plan strategies ahead of time. Contrary to the industrial age of budgeting and planning, the modern age requires adaptability, spontaneity and competitive understanding. Amidst other digital trends that are covered in 5 Trends in Digital Marketing, two that stand out are the battle between Real Time and Video Marketing.


Real Time Marketing
Is almost as if something is memory, vintage, expired or extinct on its maiden voyage. As the antithesis to traditional advertising which worked on repeat value, real time marketing is more than just the hype of being current, but is more agile, in the moment. As social media experts have it, its not a project but a process, and is thus fluid, ongoing, instead of a one shot advertising campaign. For marketers, this obviously means that the content marketed as real-time needs to be brand relevant and not just a hype driver.

Video Marketing
Instagram introduced videos as competition to Vine, despite both evolving into separate uses of video: one for viral marketing and the other for personal sharing. Even Snapchat enabled video, as Facebook improved its platforms. Video marketing is likely to wrinkle out any glitches it may have, since while mobile and tablet markets embrace video happily, apps have improved video platforms as an enabler. Owing to a visual medium that is a step further in than still images, video will become the biggest trend of the year, owing to its visual prowess. And watch for a photo video fusion with the likes of Flipagram catching on.

So what is more catchy in today's world - the real time nature of marketing, or the format of video that has blended so easily in the consumer world?

Either way, as marketers, the key pieces of interrelated advice are as follows: beware and be aware… both of evolution and change.

Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh.
Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh. - See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf
Sourabh Sharma, Communication & Social Media Research Expert at SKIM, an international consultancy and marketing research agency, has a background in engineering, marketing and finance from the University of Pennsylvania, and the Wharton School and Rotterdam School of Management. Having worked in marketing and product development at L’Oreal, followed by a stint in management consulting, he now passionately enjoys the world of social media, and can be found on every platform with his alias sssourabh. He is a food critic and a fashion writer, and documents these alongside strategy on his blog called 3FS. He may be reached at s.sharma@skimgroup.com. Follow him on @sssourabh. - See more at: http://themarketresearcheventblog.iirusa.com/2013_03_01_archive.html#sthash.DwQUug1X.dpuf

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