During the era of short attention spans and the information boom, it is crucial to ensure that your marketing strategy is creative and memorable. After all, what is the use of spending on ads that fade even before driving people’s attention? Therefore, you must take advantage of every relevant opportunity to grab people’s attention at the right time and place. This is where real-time marketing can help. Let’s take a look at what is real-time marketing and its importance in today’s hyper-connected world.
What Is Real-Time Marketing?
Real-time marketing is a strategy that utilizes real-time data to engage with users and offer them a personalized experience. It focuses on current trends, events, or feedback relevant to a product or service and allows brands to react in real-time instead of planning and creating a marketing strategy for months. With a real-time marketing strategy, brands can offer tailored messages based on their audience’s wants, interests, and needs and boost their brand awareness.
Difference between Real-Time Marketing and Social Media Marketing?
Social media is one of the most effective platforms for real-time marketing. However, social media marketing cannot be considered the same as real-time marketing. How do these two differ? Let’s find out.
Real-time marketing aims to quickly engage the audience on social media once getting notified about an event or trend. But real-time marketing is not about social media channels alone. It engages and draws the attention of potential customers on other platforms like live chats, emails, SMS, and more.
Importance of Real-Time Marketing?
Here’s a list of benefits of real-time marketing:
It has an impact
Real-time marketing is more impactful than traditional marketing as it connects you with prospects through current events or trends that are interesting to your audience.
It encourages engagement
In real-time marketing, you can engage your audience by creating personalized messages and conveying your brand values in a given opportunity.
It promotes brand authority
Connecting your brand values with a particular event or trend that your audience finds intriguing allows you to become an authoritative voice in your field.
It creates a feeling of urgency
Real-time marketing allows you to tailor your ads according to current events, seasons, or trends. This evokes a feeling of urgency and makes your customers feel that they need your product or service.
In real-time marketing, you don’t have to plan for your ads months prior or spend hefty amounts. All you need is creative ideas to connect your brand with a relevant event or trend. You can then measure the outcomes of the strategy and know what worked and what didn’t.
Top Real-Time Marketing Examples
Here are a few examples of real-time marketing:
Cristiano Ronaldo moved away bottles of Coca-Cola, refusing to drink it
Cristiano Ronaldo moving away bottles of Coca-Cola and refusing to drink them at a popular event became viral. Ikea took advantage of this event and named similarly shaped bottles “Cristiano.”
Wendy’s getting retweets
A person named Carter Wilkerson tweeted, “Yo @Wendy’s, how many retweets for a year of free chicken nuggets?” Wendy’s replied, “18 million”. This started as a joke, but soon many celebrities and business tycoons such as Amazon, Apple, and Google also joined to play the game.
Stranger Things season 3 premiere
To promote Season 3 Premier, Stranger Things forged partnerships with 75 brands to make the show authentic and add extra fuel to its marketing. Partner brands not only featured in the show but also created digital campaigns related to it.
JetBlue Airlines welcomed a passenger
A flyer tweeted, “Goodbye, California! Thanks, @JetBlue, for the #flyfi”. The passenger added that she expects the airline to welcome her at the airport when she lands. Reacting to this JetBlue crew actually welcomed the passenger at the airport when she arrived.
How Can Real-Time Marketing Be Implemented by B2B Marketers?
Real-time marketing is an effective strategy for consumer products. However, it offers immense benefits to B2B markets as well. Here’s how B2B marketers can implement real-time marketing:
- Listen and react to trends as they emerge or to events as they happen. You can set up Google Alerts to discover industry trends or look for what influencers are doing
- Be prepared with the resources as soon as an opportunity arises and make decisions based on data
- Make your ad viral before the trend fizzles out. Encourage your social ambassadors and employees to share your word on social media platforms
- Ensure you review events and industry publications, which helps connect with your prospects directly
- Participate actively in conversations on social media platforms such as Twitter, LinkedIn, etc.
How Does One Do Real-Time Marketing the Right Way?
Now that you know what real-time marketing is, here’s how you can do it the right way:
- Stay grounded to your brand values to create brand authority and connection
- Be quick when posting your real-time marketing message whenever a suitable opportunity emerges
- Make sure your real-time marketing strategy evokes people’s emotions like awe, interest, or anger
- Once your real-time marketing message goes viral, encourage the audience to take a relevant action
- You can innovate graphics or hashtags before important events or seasons
- Ensure you choose the right platform to target your audience
- Understand the context before connecting your brand with an event or news
- Avoid controversial topics and be wise when connecting with sensitive ideas such as religion, politics, or sexuality
With the ever-evolving marketing trends and customer demands, real-time marketing can be a great way to boost brand authority and sales. By incorporating real-time marketing in your campaigns, you can communicate effectively with your prospects and seek their attention by mixing your brand with current events or trends. This marketing strategy allows you to stay tuned to customer needs and preferences and design marketing strategies that are quick and engaging. So, go ahead and take advantage of every relevant opportunity to connect with more audiences and boost your sales.
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