Real-time Marketings Gets Real
Social media continues to speed the pace of our everyday conversations, whether about breaking news, fitness or our plans for the upcoming weekend. And now a next-generation platform from Starcom MediaVest Group called CONTENT@SCALE will enable marketers to access and publish relevant content in digital media—as quickly as these conversations are taking place.
CONTENT@SCALE is a product created by SMG that is powered by Flite technology and in participation with some of the world’s leading content publishers—including Ahalogy, Demand Media, Forbes, Glam Media, Martha Stewart Living Omnimedia, Parade, Rodale and Time Inc. It will give marketers immediate access to premium content that they can publish live into paid media, providing consumers with relevant information that SMG research already shows they care about.
Question: What is the top challenge for brands trying to talk to consumers in real time?
Will Price: “To talk to consumers in real time, brands need to rethink and rewire how their message gets to market. Brands create meaningful, memorable experiences for consumers when they provide interesting, entertaining content when it’s most relevant to them and at a cadence that builds top-of-mind awareness in a crowded social media marketplace. “Quarterly campaigns need to move to daily executions, and planning, production and execution cycles need to run 90 times faster, while the volume of content required is at least 90 times greater. Brand messages are more consumable as frequent snacks, not occasional feasts. “Flite and SMG, through CONTENT@SCALE, are pleased to offer brands the content, technology and best practices that allow brands to talk to consumers in real time.”