reading 9 Flashcards
Defining IMIs(improvised marketing interventions)
The authors define IMIs as real time marketing actions that are spontaneous and unscripted, often in response to viral events or unforseen circumstances. These interventions differ from traditional marketing strategies, which are carefully planned, and are typically executed during or shortly after an unexpected event
Theoretical underpinnings (IMI)
The article draws on situational theories of marketing and improvisation theory to explain the effectiveness of IMIs. Improvisation theory suggests that real time responses are perceived as more authentic and engaging by consumers. Additionally, social media dynamics play a cruicial role in amplifying the impact of IMIs, as consumers are more likely to engage with timely and relevant content that aligns with current trends
key mechanisms that drive the success of IMIs
1) timeliness: the immediacy of the response to an event makes the brand appear agile and in tune with consumers interests
2) relevance to the even: consumers are more likely to engage with IMIs that are closely aligned with the viral event or trending topic
3) authenticity: Spontaneous marketing interventions are often seen as more authentic compared to planned advertising
Timeliness drives engagement (IMI)
the speed of response to a viral event is a critical factor in the success of IMIs . BRands that repsond quickly, within minutes or hours of the event - are more likely to generate higher levels of engagement (likes, shares, adn comments) consumers tend to reward brands that are able to keep up with real time developments, perceiving them as more responsive and in touch with the zeitgeist
Relevance is essential IMI
IMIs that are highly relevant to the event or trend in question perform better in terms of engagement. For instance, a brands humorous or clever response to a sporting event, political occurrence, or celebrity mishpa is more likely to go viral the content dirctly relates to teh situation. If an IMI is perceived as disconnected from the event or irrelevant; it tends to receive lower engagement
Positive emotional responses enhance sharing IMI
IMIs that evoke positive emotions (e.g. humor, joy, surprise) are more likely to be shared across social media platrofmrs. Positive IMIs tend the increase the likelihood of viral sharing, as people are more inclined to share content that makes them feel good or enhances their social media presence
Conversely, imis that evoke negative emotions (e.g. controversy, outrage) can also generate engagement but may carry risks to the brands reputation if not managed carefully
Authenticity matters IMI
IMIs are more successful when they are perceived as authentic and spontaneous rather than overly promotional. Consumers engage more with content that feels genuine and natural, and they are more likely to be skeptical of IMIs that appear overly commercial or contrived. Authenticity contributes to the brands image as being approachable and human
Brand personality and consistency IMI
Brands that have a strong consistent brand personality tend to perform better with IMIs. When a brands IMI aligns with its established voice or personality, consumers perceive the content as more credible and in line with their expectations of the brand. However, when a brand deviates too much from its usual tone or message, it risks alienating its audience
Interaction of key factors (IMI) timeliness and relevance
IMIs that are both timely and relevant to the event have a compounding effect on engagement. Consumers are more likely to share content that feels both immediate and contextually appropriate. For example, a quick response to a cultural or sporting event executed with creativity is more likely to achieve virality
Interaction of key factors (IMI) emotional appeal and authenticity
emotional appeal and authenticity often work in tandem. Brands that can evoke strong positive emotions while maintaining authenticity are more likely to see higher levels of engagement and positive brand sentiment
Practical implications for marketers
Monitor real-time trends closely to identify opportunities for IMIs. Social media teams must be agile, with the ability to react quickly to viral moments.
Focus on authenticity and avoid making IMIs feel overly commercial. Spontaneous responses that seem genuine and natural are more effective.
Match the IMI to the brand’s personality and voice to maintain consistency in brand messaging.
Use positive emotions strategically in IMIs to increase the likelihood of content being shared and going viral.
Strategic Preparedness: Although IMIs are by definition spontaneous, the authors argue that brands can still prepare for them by establishing processes that allow for quick decision-making and approval of content. Having a clear brand voice and understanding the audience can also help marketers respond more effectively in real time.
