This article has been subjected to double blind peer review

This article has been published in: Ocula 33, New Forms of Textuality in Advertising Communication: Discourses, Practices and Narratives

author: Paolo Odoardi (Dipartimento di Scienze Umane, Università degli Studi della Repubblica di San Marino (SMR); Facoltà di Scienze della Comunicazione, Università Telematica Internazionale UNINETTUNO (IT))

Semiotics for Real-Time Marketing. Real-time Marketing as a Semiotic Strategy for Organic Visibility and Branding on Social Media Platforms

language: italian

abstract: The article discusses real-time marketing as a semiotic strategy to enhance organic visibility on social media. Social platforms are vital for brands to communicate and engage with audiences, but organic reach is declining due to competition and algorithm changes. Real-time marketing, creating content around trending topics, offers a solution. The article uses semiotic methodology to analyse such content, exemplified by Oreo’s 2013 Super Bowl tweet, highlighting its effectiveness. It advocates a qualitative approach, examining top real-time marketing examples to understand the semiotic skills needed for effective communication on social media.

citation information: Paolo Odoardi, Semiotica per il real-time marketing. Il real-time marketing come strategia semiotica di visibilità organica e branding nelle piattaforme di social media, "Ocula", vol.26, n.33, pp.167-186, March 2025. DOI: 10.57576/ocula2025-15

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