What is Real-Time Marketing?

While it may seem that consumers prefer delayed media (such as streaming services or podcasts), real-time media is still alive and well. Real-time marketing is still an effective technique to reach and convert your target audience.

In fact, according to a recent analysis from Monetate and Econsultancy, real-time marketing has resulted in a 26 percent improvement in conversion rates for UK marketers.

In addition, research indicated that real-time marketing boosts the success of other marketing activities, such as sponsored and owned media and boosts the effectiveness of typical marketing objectives, such as word-of-mouth, attention, preference, and probability to try or purchase.

Let’s study real-time marketing in the sections below and see how it works in practice.

What is real-time marketing, and how does it work?

Responding in real-time or near-real-time is what real-time marketing entails. It all comes down to crafting a relevant message, which can be done on social media by listening to and anticipating client demands. Real-time marketing is essentially focused on current events, trends, or feedback.

This form of marketing happens when your firm responds to a situation rather than preparing or designing a marketing strategy over many months. That isn’t to suggest you won’t have a real-time marketing strategy, but it will take less time.

What is the goal?

To explain your brand’s perspective and connect with your target audience. If there was an event or a pattern, you might be able to arrange real-time marketing. If you plan an ad around a current craze, your brand may become more desirable to your target demographic since you understand them.

Real-time marketing enables you to provide a relevant message targeted to the demands, interests, and requirements of your target audience. Having an active social media presence is one option for marketers to adopt a real-time marketing plan.

If your social media team is using social listening, they’ll often be the first to hear about a new fad or trend (which they should be). Looking at your data can also help you learn further about your listeners and their current interests.

You can look at your website or social media analytics, for example, to see what the most popular topics of conversation are. You can also use social listening tools to determine what questions your audience is asking.

Having a staff actively look at this data daily may aid in the planning and strategizing a real-time marketing strategy.

You may use social media or search engine-targeted tools to guarantee you reach the right audience when running a sponsored real-time marketing ad. Personalization in marketing like this has boosted real-time marketing efforts.

Finally, to execute a real-time marketing strategy successfully, you must constantly listen to your audience, keep track of industry trends, and be aware of where the discussion occurs. After that, you must act. On social media, respond to your followers and create assets to debate what’s going on.

Consider your target demographic and what you want to accomplish with your response before launching a real-time marketing campaign. Once you know what you want to achieve, you can construct your message, whether it’s a social media remark, an email, or an ad.

Examples of Real-Time Marketing

Now that we’ve learned more about real-time marketing let’s look at some instances.

1. The ALS Ice Bucket Challenge

The ice bucket challenge from 2014 is one of the essential lessons in real-time marketing. This phenomenon spread worldwide, with every brand or celebrity participating in the challenge engaging in real-time marketing.

They were participating in the challenge to promote ALS awareness and funds. In addition, companies improved brand perception and recognition by participating in the event since it was a current event and trend.

2. INTRODUCTION

Thousands of company executives from practically every sector attend INBOUND every year to learn further about marketing, sales, and customer service.

Businesses and professionals are engaged on social media throughout the three-day event, commenting on live events such as HubSpot product launches and the keynote speaker.

Real-time marketing is evident in these social media postings and comments regarding the live breakout sessions or speeches.

3. Taco Bell

Taco Bell has earned a reputation as a great business to follow on social media through its carefully developed brand strategy.

What is the explanation behind this? Taco Bell’s social media approach is to engage in passionate real-time promotion. Every day, the answer to Twitter messages approximately every two hours.

No matter what is going on that day, the organization has made it a point to listen to its consumers online and communicate and connect with them.

Real-time marketing is an excellent way to stay in touch with consumers. However, to apply this form of marketing, it’s necessary to track discussions and emotions to predict how real-time programs will evolve. You may either utilize free monitoring tools or pay for one of the numerous premium social media monitoring solutions to get started.

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