What is real-time marketing?
Real-time marketing is about developing an innovative marketing strategy which focuses on up-to-date events. Marketers connect consumers with the product and services by using current trends and consumer's feedback. Real-time marketing is growing up with the increase in the use of social media. Social media allows marketers to access the real-time insights of the consumers and makes it easy for them to reach to their target audience. People love to watch, hear and read about what is trending. Marketers take the full advantage of these trending topics to keep their product in everyone's eye.
Like many marketers used the craze of Pokemon Go, in some way, so that the product or service that they are providing will be seen by people.
PR specialist David Meerman Scott defines as,
"Real-time means news breaks over minutes, not days. It means ideas percolate, then suddenly and unpredictably go viral to a global audience. It's when companies develop (or refine) products or services instantly, based on feedback from customers or events in the marketplace. And it's when businesses see an opportunity and are the first to act on it".
It keeps you up in the fashion, while real-time insights guide you about the consumer's online activities, their behavior, attitudes etc. this would help you to grow your business.
With the help of real-time insights you can map your marketing strategy well. It gives you the exact data and information based on people's online activities.
Things to remember while Planning Real-Time Marketing
- Choose the right social-channels according to your business.
- Content should be engaging and original.
- Understand the behavior of target audience.
- Keep track of you consumers.
It is beneficial if done right. Marketers have to think creatively, so that the real-time messages shared on social media gets shared or retweeted. If the message or the post is not effective, then there are chances that people will knowingly or unknowingly ignore it and your efforts will turn in embarrassment blunder.
If marketers make the right use of data and real-time insights tools then they will be successful in their work as these tools provide the access on individual level, it has become easier to access the real-time insights. Companies get the data of customers from different sources, so that they can study the behavioral intelligence of their customers and learn as much about the consumers as they can. This would directly help them create their marketing strategy.
Study says that, using real-time insights tools to map customer behavior and making marketing plan based on it would take the sales of companies significantly above the competitor's sales. In fact, companies use these tools to acquire more other information like,
- 69% to support core sales and marketing goals during customer acquisition
- 63% to enhance customer satisfaction
- 62% to improve product and service design
- 60% to optimize marketing and channel benefits
- 49% to design and improve customer channel strategy
- 46% to increase customer loyalty
Digital marketing has become the core and important part of marketing strategy. It has ability to give more results than traditional marketing. Digital marketing is taking over the traditional marketing as now they consumers don't just go for local products but think about the global brands as well.
To improve the marketing effectiveness, you need precise real-time insights.
What type of tools should be used to gather consumer data?
- Google consumer surveys: This tool gives you fast and reliable data of people using internet and mobile devices
- Google Correlate: Google Correlate finds search patterns which correspond with real-world trends.
- Google Trends: This will give you the information of what is trending across the world. It generates the data based on searches.
- Woopra: Woopra gives accurate information about how many visitors are online and how many of them are actually reading
- Pikwik: This free and self-hosted tool has very nice iPhone and android app and gives detailed analysis.