THE IMPORTANCE OF REAL-TIME MARKETING 8 Experts Share Their Insights
WHAT IS REAL-TIME MARKETING? The definition of real-time marketing has changed over the years, as brands experiment with new methods of reaching their audience. Some marketers point to jumping on current trends and events, others see it as dynamic personalized content across channels, with brands providing content tailored to their audience on the fly. And still others describe it as the right message delivered at the right time on the right platform, regardless of how realtime the content actually is.
WHAT IS THE MOST FAMOUS REAL-TIME MARKETING MOMENT? We think it could be:
60% of marketers note they struggle to personalize content in real time, yet 77% believe real-time personalization is crucial REAL-TIME MARKETING IS REAL... When added to the marketing mix, real-time marketing provides a dramatic lift to consumer sentiment (16% lift), purchase intent (14% lift), interest (18% lift), likelihood to recommend (18% lift), and seriously consider (18%) Real-time marketing makes other media, such as the brand Web site (12%), social channels (11%), search (16%), and word-of-mouth programs (16%), work harder Consumers are 22 percent more likely to consider a brand as a result of real-time marketing Source: 15 Mind-Blowing Stats About Real-Time Marketing, Giselle Abramovich, CMO.com
Not everyone can capitalize on an Oreo moment. But real-time marketing is definitely important for brands. We asked the biggest social thought leaders and influencers just how important it is.
The concept of real-time marketing is really all about relevance. If you catch a consumer in a buying moment, a deciding moment or even a consideration moment and can give them information or an experience which moves them to action, you have a much better chance of them taking that action than if you send them an email later, they see your ad on TV that night, etc. The more relevant your message, product or opportunity is to their decision-making process, the better your chances of success. At the end of the day, you re trying to sell ice cream in summer, not winter. That s the gist of it. Jason Falls, SVP for Digital Strategy, Elasticity @JasonFalls
My introduction to real time marketing was in 2008 when I discovered Twitter. When I started my blog in 2009 I found that it could deliver engagement and traffic in real time. As my Twitter following grew its real power became apparent. Today with over 350,000 Twitter followers its leverage to reach a world in real time is now far reaching and amplified through crowd sourced sharing via one tweet. Jeff Bullas, CEO jeffbullas.com @JeffBullas
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At the most basic level the greatest marketing message delivered at the wrong time is still a bad marketing message. This underscores the importance of real-time marketing. For example - trying to hawk cotton candy at a funereal is bad for everyone. Erik Qualman, Founder Socialnomics @equalman
There is a lot of buzz around real-time, but the reality is that most organisations have a journey to undertake before they can truly exploit the potential of big data and real-time marketing. What we re seeing on the ground is more brands evolving and adapting their marketing teams to a publisher model, designed to facilitate the rapid creation, publication and promotion of engaging content, which is a good start. Colin Jacobs, Director of Client Services immediate future @ColinJacobs
If you don t have a documented content marketing strategy, and you are already seeing effectiveness developing consistent content over a long period of time, you should stay far away from real-time marketing. Do the basics well first before hitting real-time. Joe Pulizzi, Founder Content Marketing Institute @JoePulizzi
It s important for brands to be engaged with real-time marketing in topic areas that are related to their product or important to their customers. Brands should focus on building this capability consistently so that when the opportunity arises, brands are prepared to engage in a creative, authentic and compelling way. Michael Brenner, author of B2B Marketing Insider @BrennerMichael
I ve seen real-time marketing defined in two ways. Some see it as brands engaging in realworld events as they happen (think the Oreos dunk in the dark tweet here), while others define it more broadly as brands creating content and engaging their customers in real-time. I think both definitions have their merit, but both require considerable strategic planning and resources to be successful. Don t think that those seemingly off-the-cuff Oscars tweets from brands are actually spontaneous! Any brand looking to benefit from real-time and there are serious benefits, in terms of potential virality and delighting your customers should take a good look at their resources and their customers behaviours before they leap. Lauren Dugan, Co-Founder, Insightful Agency @Lauren_Dugan
If you re working with massive amounts of consumers, you can t afford not to be a real-time marketer. If you don t believe me, ask the communications team at Target - last week a person impersonated one of their employees on their Facebook page for 4 hours. Adam Metz, Author - The Social Customer & VP TerrAvion @themetz
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Learn more about real-time marketing leadsift.com/5-reasons-to-use-real-time-marketing/ leadsift.com/capturing-micro-moments-customer-journey/ leadsift.com/7-ways-capitalize-on-real-time-marketing-opportunities/