One of the most immediate marketing platforms is social media. Being able to instantly connect with customers and target additional consumers through messaging, content, live video, and other methods makes social media one of the most agile marketing mediums available.
One of the legendary examples of agile marketing on Twitter, for example, is Oreo’s “dunk in the dark” tweet. Its post continues to get buzz and recognition because it shows perfectly how a brand can take advantage of an event that is happening in real time. By instantly responding to the 2013 Super Bowl power outage, Oreo tastefully and with humor inserted itself into the conversation, making the company instantly relevant.
Humor can be an effective lever in agile marketing. When done well, it increases brand sentiment and makes the user feel more comfortable with a brand. A good example of using humor to instantly respond is Groupon’s deal for a banana storage device, the “banana bunker.” Groupon knew the banana bunker was going to receive some responses based on its appearance, so they made the most of it. They replied to comments with humor and tact, which led to huge engagement and a boost in positive brand sentiment.
After careful consideration, you may decide to respond to news, events, or pop-culture references. It’s a best practice to reply to comments about your products and company. Additionally, consider using social media to create and share content in real time. Live stream the band playing at your restaurant tonight. Share photos of your team going out for a spontaneous happy hour. Customers enjoy “peeking behind the curtain” and seeing who’s running the show or what’s going on.
Customer engagement benefits your company. It’s how brands stay top of mind, increase brand awareness, and often increase transaction amounts. When you do it well, you can even see higher rates of customer advocacy.