Real-Time Marketing: Making It Work for You When a news story breaks, wheres the first place you turn for information? You probably check your social media feeds, then search major news outlets for a brief blurb about the situation. No matter what the nature of the event, you can be sure that some digital channel will have up-to-the-minute reports on the storys latest developments. The world has become more real-time, said Amit Avner, CEO of media-buying automation platform Taykey. Twitter and Facebook ... move at real-time speed, both as communication channels and as news consumption applications. Breaking news typically appears first on social media before hitting traditional news streams, but media channels are increasingly adapting to real-time as well, providing shorter and more frequent news updates. While the digital media industry has evolved to cater to the real-time, 24-7 information stream consumers expect, traditional marketing models have yet to catch up. People are now used to briefer, quicker and hyper-relevant content, but marketing is still largely planned in advance Real-time marketing can have a significant impact [by] delivering content of higher relevance at faster speed, Avner told Business News Daily. Its an approach to marketing thats better suited for todays audiences and better performing for brands. To truly understand how real-time marketing works, you may want to change your perception of what marketing entails. Email blasts and social posts that capitalize on a developing news event by making it relevant to your company can certainly be effective, but thats not the only way to use real-time communication to your advantage. Simple social media interactions with customers can be a great opportunity to make an instant impression. Consumers today ... have the ability to have an open conversation with the brands, said Aris Kefalogiannis, founder and CEO of Greek food product retailer Gaea. Real-time [interactions] help you to narrow your message and enhance your conversations with customers in the most efficient way, while ... jumping deeply into each customers unique needs. Consumers seek this dialogue with brands and tend to stay loyal to the companies who can offer this experience. Real-time marketing isnt just a byproduct of the digital world, either. It can actually take the form of a much older, less-frequently considered form of marketing: face-to-face conversations. Face-to-face interactions with customers ... get your product into their hands immediately, and you get to receive honest feedback from the people who can make or break your business, said Malcolm Stogo, founder of dairy-free dessert company DF Mavens. We live in a very fast-paced world. Consumers want everything now, making real-time marketing a must-have for any successful business. In a world of reality TV shows and instant everything, businesses need to be ready to deliver the goods and deliver them quickly.
Posted on: Thu, 11 Dec 2014 08:13:06 +0000
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