the importance of real-time marketing

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.
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WHAT IS THE MOST FAMOUS
REAL-TIME MARKETING MOMENT?
We think it
could be:
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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….
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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
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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
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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
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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
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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
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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
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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
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