Lifestyle brands today need all of their marketing components in real time: insights, response to those insights, content creation, customer co-creation, distribution, and customer engagement, according to Shiv Singh, head of digital at PepsiCo Beverages. Yesterday at ReatimeNY11, Singh gave an example of how real-time marketing helped quenched the beverage company's thirst to build customer engagement.
This past February, the company launched its Diet Pepsi skinny can during Fashion Week and used a real-time marketing campaign called Get the Skinny on Fashion Week to act more as "mini media company" than a CPG to connect with customers who are also fashionistas. The CPG hired a blogger to blog about anything and everything Fashion Week. Diet Pepsi was sponsor, so the blogger had exclusive access to many events and areas. "Our ad units were meaningful, interesting content that matter to customers during that week," Singh said.
The elements of the real-time marketing initiative included:
- Brand journalist reporting live
- Digital displays on location
- Third-party content aggregation
- Advertising and social media content riding the culture wave
- Acted like a media company by providing relevant content
Diet Pepsi "created massive attention on Facebook," Singh said, adding that the brand had fastest-growing page that month.
According to Singh, it's no longer enough to look at customers through the lens of demographics, psychographics, and like; companies have to look at trends and culture and decide whether and how they want to participate in those trends. "Companies need real-time relevance," he said. "They should devote at least half of their marketing budgets to real-time marketing."