The power of Real-Time Marketing in your Digital Marketing Strategy
While the news cycles are getting shorter and shorter and the consumers are often exposed to cluttered content, the use of Real-time Marketing in your business strategy is certainly one of the best and most effective ways to attract the interest of your audience to your brand.
Real-time Marketing strategy can help you increase the frequency of visits to your website or augment the sales of your product. To ensure success through its use, your messages should be clever, targeted and notable, within a short time period.
What is real-time marketing?
Real-time marketing is based on current events and its use has gained considerable popularity in modern environment, with the help of social media. Through it, companies react quickly to local, national or global trends and events (which take place online or offline), in an effort to adapt traditional marketing tactics to direct Interaction with their consuming audience in different Social Media channels.
What is its utility?
Using Real-time Marketing tactics in your online strategy offers you the opportunity to adjust your message in a specific context and allows you to target your audience directly in the appropriate time. Moreover, according to a survey, it boosts by 76% the customer engagement percentage, as brands have the ability to target the audience which has already expressed interest in the brand. At the same time, it provides users with personalized content, which most of them are longing for in their purchases. The use of Real-time marketing is one of the most cost-effective methods that provide direct results to the businesses which they adopt it.
Know your audience
As long as you have collected the relevant information concerning your audience, you can easily define the types of messages to which they will correspond and adjust your strategies in order to provide them with real-time answers to their questions.
Adjust an Inbound communication plan
Nowadays consumer action is composed of a variety of contact points and channels. According to a survey, 80% of internet users use smartphones, while 70% of web traffic comes from mobile devices. This fact shows that your audience seeks for direct communication which can answer questions of the on-the-go searching. Therefore, you should accordingly adjust the interaction with the audience by adopting an inbound communication plan, creating in this way relations and emotional bonding to it.
Invest in Push Notifications
One of the most effective ways for the implementation of real-time marketing is by using pushing notifications in order to urge your costumers to buy a product for which they have already shown interest. Moreover, the provision of discounts and offers for related products is very important for increasing conversion rates.
Real-time Marketing through Social Media
The use of Real-time Marketing through Social Media includes promotion of your brands through events, answers to your costumers’ questions, as well as content creation according to the last customer trends. For instance, 15% discount on your hotel accommodation for users who have just landed in the country and used the hashtag #greece in their stories.
Real-time Marketing Cases
The Oreo Case
During the Super Bowl 2013, the state of New Orleans was confronted with a sudden power blackout. Oreo marketing team took advantage of the opportunity to communicate its product to the public in a unique way. Using the Twitter platform, they posted a picture of the famous cookie in a dark background with the hashtag “You can still dunk in the dark!”. The post became viral and the action of the company became a model for the establishment of real-time marketing practices.
Asos “Online” Printing Typo
A little typo of the widely known fashion brand Asos, is an example of proper use of Real-time marketing and Crisis management, when 17.000 wrapping bags got printed with the word “online” misspelled (onilne). The company gave a direct answer to the public, by posting an imaginative tweet saying: “Ok, so we *may* have printed 17.000 bags with a typo. We’re calling it a limited edition”. The company’s strategic move made huge public acceptance, especially in modern times when the transparency of a company is considered important. Asos not only admitted its mistake, but succeeded also to convert the incident into thousands of dollars of free publicity.