Threats and Pitfalls of Real-Time Marketing

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Real-Time Marketing, although extremely effective and engaging, also involves some risk. The dynamic environment and the need for a quick response can lead to mistakes that, instead of strengthening the brand's image, will bring negative consequences. Below, we discuss the most common risks that RTM carries.

Lack of preparation
Real-Time Marketing is often associated with complete spontaneity, but the lack of a well-thought-out strategy or appropriate processes can be disastrous.

An example is the famous Pepsi ad featuring Kenda uk telegram data l Jenner, which was meant to reference social movements and promote unity. Instead, it was criticized for trivializing serious social issues and ignoring the real context of the protests. The campaign was met with public outrage and forced the brand to immediately withdraw the ad.

The scene that caused the most controversy begins around 1:47 into the video.



How to avoid this mistake?

Brands need to carefully consider the context and potential reactions of their target audience before publishing content. Well-planned RTM scenarios – such as a list of topics that a brand will never cover – help avoid spontaneous, ill-considered decisions.