After the Oreo team’s big social media win dominated the post-Super Bowl buzz, a whole lot of people who had never used the phrase “real-time marketing” before started throwing it around like a hot potato.
The point is that pretty much any business whose description includes the words “firm” or “agency” now needs to claim that it has “real-time marketing capabilities” in order to win the interest of big-name clients. McCann Erickson, for example, named its new social media-only division “McCann Always On”. The “RTM” phrase doesn’t just apply to agencies that label themselves “ad” or “marketing”, either — PR wants to “own” social media too, remember?
The problem is that the whole phenomenon just isn’t that simple — and it’s not too terribly revolutionary either. Explaining that to clients, however, may be a bit of a challenge.