RTM Perform ance for Big, Known Events

Chris Kerns

Chapter Chapter 3 in Trendology, 2014, pp 87-123 from Palgrave Macmillan

Abstract: Abstract AS MARKETERS WONDER WHETHER THEY SHOULD invest in real-time marketing, there are plenty of anecdotes to base their decisions on—from Oreo to Arby’s to Samsung’s Ellen selfie—but not much data to help them out. What about the success of brands that didn’t make the headlines from their social efforts during a big, tent-pole event? How are the social teams that didn’t “win” the event, even after spending long hours preparing for and executing social strategies, feeling about their success with RTM ? Is the audience paying attention? What can brands and media companies do to improve their RTM results? With all the press that RTM has received to date, I’ve seen a lot of opinions, theories, and arguments from both sides, but there’s not a lot of data.

Keywords: Social Network Analysis; Social Content; Performance Bump; Super Bowl; Nielsen Number (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:pal:palchp:978-1-137-47956-3_4

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DOI: 10.1057/9781137479563_4

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