Real-time marketing refers to the speed in which the content hits the market.

Brands can use real-time marketing to monitor their digital environment, respond in real-time, build a relationship, increase and promote participation. Marketers are still trying to figure out how to master this strategy. Real-time marketing requires originality. 

It takes grit and creativity for brands to successfully implement real-time marketing into their marketing tactics. It takes creativity to make a clever tweet but it brings a whole new level of creativity for brands to create mini-campaigns to leverage breaking news about their brands in a timely manner.

Oreo, a popular cookie brand, is one brand that introduced and dominated the concept of real-time marketing in the digital world. Oreo cookie released a simple special tweet/image that capitalized on an expected power outage second of half of the Super Bowl in February. Oreo cookie took two minutes after power failure to come up with this concept, the image led to a massive brand awareness boost to the brand. The image was retweeted more than 15,000 times, accrued 19,610 Facebook likes within the first hour.

Oreo’s marketing campaigns always spoke to the target audience. Oreo’s marketing team is definitely taking the digital world by storm; in the 2011 Guinness Book of World Records awarded them with the record of most “likes” on a Facebook post within 24 hours. Today, they have doubled their Facebook likes from 16 million to 32 million. Oreo cookie has one of the most creative and successful real-time marketing campaigns.

Janda Lukin, Brand Director said, “we will continue to look for ways to grow and expand in [the digital] area – always keeping the filter of looking at the world through the eyes of Oreo.

Oreo’s real-time digital marketing efforts have thus far paid off. By observing Oreo’s cookie marketing tactics, one can begin to understand what real-time marketing is and how it can be used with a good humor. Oreo 101-year old cookie has the best digital marketing campaign to date, and they have set a whole new standard for marketing in the digital age.