Page 409 - Social Media Marketing for Dummies

Taking TV into Real-Time Marketing

Approximately 60 percent of people watching television have a laptop, a mobile
phone, or a tablet computer open in front of them. In fact, iPads are used the most
when people are watching television. Here are some tips for taking TV into real-
time marketing if your brand runs TV advertising:

» Use traditional buttons.
The ends of television ads that include calls to action for the brand are called
buttons. Be sure to include your Facebook URL or your Twitter handle in them
at the end.
» Make sure to track conversations.

If you are advertising on television, typically for the show you are advertising
against, there are lots of online conversations going on. Think about buying
Twitter search terms against those conversations so that your message is
amplified. You can then craft your Twitter communications to be contextually
relevant to the show and anything else happening in the media ecosystem in
that moment.
» Make dynamic calls to action.

Depending on what you’re advertising, you can benefit from more dynamic
buttons in your TV advertising. For example, if you know that the advertise-
ment is going to run during the Grammy awards, your call to action at the end
of the ad can be about going online and seeing which artist is the most talked
about. This approach puts your call to action in real time and makes it relevant
and contextual.
» Treat the TV ad as a piece of a broader narrative.

It is easy to forget, but television advertising can be an important part of a
broader narrative of a brand that’s centered in real-time digital engagement.
As you plan your TV advertising, think about what else may be happening in
the world on the day it runs and what types of conversations consumers will
have online in that moment. Factor those aspects into your planning.

CHAPTER 27 Using Real-Time Marketing 393