Real time marketing: The next big thing?


There are fewer topics that polarize brands more than real time marketing.

Real-time marketing is expanding beyond its roots at a tremendous rate as brand-related content spreads with the help of social media. The early results have been mixed. The supporters of real time marketing point to its potential for creating engagement for brands like Coca-Cola and Visa. Its naysayers bring up well-publicized real-time marketing blunders that have tarnished famous brands such as Kenneth Cole and Epicurious. Praise it or curse it: real-time marketing is not going away.

Realtime Marketing

In a recent survey by Evergage, it was revealed that 76 percent of executives use real-time marketing, and 40 percent of consumer-packaged goods CMOs surveyed by Accenture believe real-time marketing campaigns are the future of marketing.

An examination of real-time marketing, new tools and techniques indicates the following that real-time marketing is becoming more measurable, predictive, and influential across the entire marketing funnel, from awareness building to customer retention. Brands that connect real-time marketing to their strategies across the customer lifecycle will maximize its value. The widespread perception of real-time marketing consists of companies building brand awareness by creating content that capitalizes on a time-sensitive event, such as a news development. Often, brands rely on social platforms like Twitter to engage their audiences in real time. A broader definition of real-time marketing consists of “using any source of data that is available right now,” such as a brand serving up an ad based on your search behavior. Brands continue to target major events such as the FIFA World Cup to generate impressions and social followers by sharing real-time content.

Real-time marketing delivers real rewards for those who plan for the moment and take action accordingly. There are opportunities to embed real-time marketing across your entire online presence. There is no need to settle for making one channel real-time unless your marketing strategy centers on one channel such as social. Merging real-time marketing to key performance indicators that span the customer lifecycle, such as conversion and customer retention rates is an important step that can be taken towards utilizing the full potential of real time marketing.