Post by account_disabled on Feb 27, 2024 10:44:59 GMT
Today I open a reflection on Real Time Marketing and the tragic events in Paris that shocked the whole world, trying to understand on the one hand why some brands confuse the expression of closeness and condolence with a moment of promotion and on the other what is the actual value , for a brand, of always being on top of things even when it comes to terrible and shocking tragedies. To most, it may seem like an irremediably cynical post, but I believe that thinking objectively about some aspects relating to this drama can help us understand some choices made by companies as well as be more aware and not passive recipients. Real Time Marketing today is considered one of the best moments in which to test the true creativity of agencies and brands, in fact every time a sensational event happens that has a national or global reach, the first thing many of us do is go to see what our favorite brands have published. This happens because we are now so used to hearing the opinion of brands regarding something that it seems strange to us when they don't publish anything and don't have their say.
This is probably because almost everyone feels it is obligatory to send a Panama mobile number list message, especially when it comes to global brands. Just think of Facebook which now seems to have become the spokesperson of world public opinion : in the face of emergencies and tragedies it is usually the first brand to invent something significant. It is now common practice for companies to show, even in these cases, how much they are on the ball and how attentive they are to what is happening. Obviously, this attention does not spare even the tragic events that happen in the world . In fact, there are many brands that, in cases of tragedies or terrorist attacks, are keen to express their closeness to people and this practice, which has or should not have anything to do with marketing, is in a certain sense a further moment of testing . We will call them acts of closeness , and we will identify under this definition everything that brands do to express their condolences. The drama and acts of closeness Last Friday in Paris one of the most terrible massacres of recent decades took place at the hands of an ISIS terrorist cell.
More than 130 dead in various parts of the city, dozens and dozens injured, millions and millions of people shocked all over the world. We found ourselves faced with a disaster that shook us to the core and, since social media are now a mirror of reality, they were the privileged means through which the first words and acts of solidarity towards the French people traveled. . Apart from private citizens, there were many brands that expressed solidarity towards France : Facebook immediately gave the possibility to change one's profile picture with the flag of France, real-time-marketing-paris1 On Saturday morning after the attacks, Spotify shared a playlist titled “Peace” in memory of the victims real-time-marketing-paris2 Youtube has changed its logo to the French flag, inaugurating a section on the homepage with the latest news relating to the events involving Paris. real-time-marketing-paris3 And then again Amazon, IKEA, Twitter, Google . Among the many acts of solidarity and closeness that have been seen on the web, one particularly stood out and was that of Kartell , the well-known Italian furniture and furnishing accessories company. The company shared a less than successful post: real-time-marketing-paris4 the post that caused scandal and criticism and which was shortly removed and replaced by an apology post.
This is probably because almost everyone feels it is obligatory to send a Panama mobile number list message, especially when it comes to global brands. Just think of Facebook which now seems to have become the spokesperson of world public opinion : in the face of emergencies and tragedies it is usually the first brand to invent something significant. It is now common practice for companies to show, even in these cases, how much they are on the ball and how attentive they are to what is happening. Obviously, this attention does not spare even the tragic events that happen in the world . In fact, there are many brands that, in cases of tragedies or terrorist attacks, are keen to express their closeness to people and this practice, which has or should not have anything to do with marketing, is in a certain sense a further moment of testing . We will call them acts of closeness , and we will identify under this definition everything that brands do to express their condolences. The drama and acts of closeness Last Friday in Paris one of the most terrible massacres of recent decades took place at the hands of an ISIS terrorist cell.
More than 130 dead in various parts of the city, dozens and dozens injured, millions and millions of people shocked all over the world. We found ourselves faced with a disaster that shook us to the core and, since social media are now a mirror of reality, they were the privileged means through which the first words and acts of solidarity towards the French people traveled. . Apart from private citizens, there were many brands that expressed solidarity towards France : Facebook immediately gave the possibility to change one's profile picture with the flag of France, real-time-marketing-paris1 On Saturday morning after the attacks, Spotify shared a playlist titled “Peace” in memory of the victims real-time-marketing-paris2 Youtube has changed its logo to the French flag, inaugurating a section on the homepage with the latest news relating to the events involving Paris. real-time-marketing-paris3 And then again Amazon, IKEA, Twitter, Google . Among the many acts of solidarity and closeness that have been seen on the web, one particularly stood out and was that of Kartell , the well-known Italian furniture and furnishing accessories company. The company shared a less than successful post: real-time-marketing-paris4 the post that caused scandal and criticism and which was shortly removed and replaced by an apology post.