Real Time
Marketing
Real
Time Marketing is marketing that is based on up to date events. Instead of
creating a marketing plan in advance and executing it according to a fixed
schedule, real time marketing is creating a strategy focused on current,
relevant trends and immediate feedback from customers. The goal of real time
marketing is to connect consumers with the product or service that they need
now, in the moment. Other industries that are affected by
real-time marketing include online news and entertainment publications,
reacting and responding to news as it happens. This includes updated stories on
the website and “Breaking News” emails and texts to subscribers.
Why is Real Time Marketing
important?
With
developments in social media, real time marketing efforts are more effective
than ever. With Facebook, Twitter, and other popular social sites,
businesses can gather up-to-date information on their target audience.
Within minutes, they can convert that info into a marketing message to be
shared. Everybody wants to be a part of the latest trend or newest fad. When
companies strategically structure their advertisements to reflect a current
event or craze, their product or service may become more appealing to
consumers.Today’s consumers are all about instant gratification, so by
tailoring a relevant marketing message to consumers in a time of need, they are
more likely to buy a product or service because they will recognize the
immediate utility that they can receive from it.
It
is
important to note that real-time marketing is both a technology and a marketing
tool. Companies gather customer intelligence data such as online searches,
demographics, shopping history, and what topics or products the customer clicks
on while surfing the net. Once gathered, this information is used to create ads
that appear nearly instantly to the customer and are directly related to the
customer’s interests and preferences. This consumer intelligence data includes
anything from emails to blog posts to podcasts, website visits, online searches
and instant messaging. All of this information helps companies predict customer
trends and choices, allowing them to create instant marketing messages that
appeal to specific customer preferences. In addition, real-time marketing
messages encourage consumers to spend both more time and money with that
company. Part of a real-time marketing plan could include an “opt-in” feature
on the company website for customers to join a membership or club. Members of
this club might receive special text messages and emails with breaking news,
important information, and exclusive offers.
Social media networks are also
an important element in real-time marketing deployment. A social media manager
can create a business profile page on sites such as Twitter and Facebook and
then send an email or text to customers, encouraging them to “Like” or “Follow”
the business. Once a following is established, the social media manager posts
regular updates, news and special offers on their pages.
Conclusion, A marketing manager
should understands how to design and execute strategic real-time marketing
plans as well as traditional marketing campaigns. In addition, a marketing
manager must have the ability to perform and understand both quantitative and
qualitative research and data in order to gather and use this information to
create real-time marketing advertising.
By Segesela Blandina
BAPRM 42663
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