In today’s digital age, real-time marketing is an essential strategy to engage and reach customers at the moment. From tracking customer behaviour to creating relevant content for specific moments and customers, discover the latest trends in real-time marketing here.
What Is Real-Time Marketing and How Can It Help Your Business?
The news cycle in the age of social media is fast-paced and ever-changing. A story might break on Twitter and—in what feels like an instant—the discussion might suddenly end.
In this guide, you’ll learn how to market in real-time so that your content remains fresh and interesting to your audience as the news cycle on social media changes.
What is Real-Time Marketing?
Real-time marketing (RTM) is a type of marketing that delivers highly relevant, customized content to customers via various digital platforms in real time. It relies on data analysis and insights to predict customer behaviour and deliver timely, personalized messages that are aligned with current events. As technology advances, the possibilities for RTM become more powerful and diverse each day.
Why Is It Important?
Real-time marketing is essential in today’s digital age because it allows businesses to reach their target audiences at the right place and time with targeted, timely messages. By leveraging customer data, companies can tailor their messaging based on someone’s interests, preferences, and previous transactions. This enables businesses to remain competitive by staying ahead of their competitors and engaging current customers to drive sales in real time.
Strategies for Implementing Real-Time Marketing
- A successful real-time marketing strategy begins with understanding your audience. Before sending any messages, take the time to determine your target demographic and craft a tailored message that resonates with them.
- Additionally, create content that acknowledges current events and trends to help build trust and relationships with customers.
- Finally, using an analytics platform can provide valuable insights into customer behaviour and measure success in terms of engagement, loyalty, and acquisition rates.
Benefits of Real-Time Marketing
Real-time marketing can be a great way to capture and retain customer attention. It enables businesses to connect with customers at just the right moment when they are already interested in making a purchase or taking action.
Additionally, real-time marketing allows businesses to take advantage of new trends and events quickly by creating content related to them. This can help create further buzz and excitement around products or services and encourage customers to make purchases.
Challenges of Real-Time Marketing
- While the benefits of real-time marketing are clear, it does present certain challenges. Real-time marketing requires a quick response, which means businesses and professionals must think quickly to craft reactions that best meet their branding and messaging goals.
- Additionally, this type of marketing involves continually monitoring communications channels to ensure the most relevant responses and content are shared promptly.
- Finally, different platforms have different requirements when it comes to promotion and advertising, making it necessary for businesses to learn how each platform works before diving into real-time marketing to get the most out of their strategy.
The importance of real-time marketing
Real-time marketing (RTM) is marketing that is happening in real-time. RTM is often implemented on social media because of how quickly commentary and engagement take place there. If millions of users are talking about a big story on social media, brands will want to be a part of the conversation in an attempt to boost engagement. Capitalizing on these moments can have a huge payoff for brands that do it right.
Real-time marketing is an opportunity for companies to connect with their audiences and position their brand wherever they want in certain discussions. So, the question is, what does it take for a brand to effectively market in real-time?
Effective RTM can be incredibly powerful for your brand. To successfully market in real-time, your content must be:
- Relevant: What is happening right now? What are most of the discussions about on social media at this very moment?
- Clever: How can you package your content in a way that shows your brand’s personality and wit?
- Fresh: If the trending topic happened Wednesday and you weren’t able to turn around a piece of content until Thursday, is it still fresh enough to get engagement?
- On-target: Is this trending topic or current event of interest to your audience?
- Attention-grabbing: What will it take for people to see your post, stop scrolling, and engage with it immediately?
Now that you have an idea of what makes a real-time post engaging, follow these tactics to capitalize on trends and successfully market in real-time:
Real-time marketing strategy #1: Always be listening.
A company’s social media manager will typically be the first to know about trends that are relevant to any real-time marketing plans, so keeping communication open with the social team is important. If you are a member of the social team, aim to be present on social media as often as possible so you can catch any trending topics that might be worth capitalizing on.
Real-time marketing strategy #2: Use your brand’s resources.
If you have a design team and a copyediting team, enlist their help to create quick, clever posts of the highest quality possible.
Real-time marketing strategy #3: Leverage social media influencers.
If your brand partners with social media influencers, ask them to help amplify your RTM assets by reposting them or interacting with them.
Real-time marketing strategy #4: Know where the conversation is happening.
There will be moments that happen on one social media platform that may not be a topic of discussion among others. Make sure you engage in the conversation where people are talking about it.
Real-time marketing strategy #5: Promote some of your posts.
Since algorithms determine when and to whom your organic posts are shown on different platforms, your RTM post may not reach a large enough audience in time to still be relevant using organic means alone.
This could be a good opportunity to promote the post to generate more engagement and potential new followers. A promoted post is a social media post you pay the platform to make more visible.
Real-Time Marketing: Get an Edge in the Digital Space
Real-time marketing is a powerful tool businesses can use to grow their presence and reach out to new customers. With the right strategies, your business can use current events, trends and opportunities to create engaging content and grab consumers’ attention.
Learn how to apply real-time tactics to help you succeed in the digital landscape.
Tactic #1: Set Up a Real-Time Listening Station.
Being aware of the conversations going on around your business is an important part of real-time marketing. Setting up a listening station to track engagements and trends will help you stay ahead of the game.
Monitor social media platforms, online reviews, and conversations about your industry to stay informed about what customers are saying about you and competing businesses. With this real-time data, you can quickly adjust strategies and react in the best way possible.
Tactic #2: Monitor Relevant Hashtags, Blogs and Social Channels.
Keep track of what people are saying about you and your competitors. Identify and monitor relevant hashtags, blogs and social channels, so you can stay up-to-date on what’s being said.
This monitoring should include tracking mentions of your brand and researching competitors and exploring conversations happening around topics related to your products or services in the digital space.
Being aware of these conversations will help you identify opportunities to engage and create content that speaks directly to customer needs.
Tactic #3: Create Quality Content Quickly and Share It Widely.
Real-time marketing strategies need to be implemented quickly. This means you will have to be able to create content on the go that is still of high quality and attention-grabbing. Make sure there’s consistency in visuals across all your social media platforms by creating a style guide for your brand with approved logos and fonts.
Additionally, deploy the sharing process before you publish. Use streamlined workflows for approving and distributing content that uses automation tools, schedulers, and task management software which help you to be more efficient in disseminating material with minimal effort from your team.
Tactic #4: Take Advantage of Trends for Unexpected Opportunities.
Regularly shifting digital trends can be used as an opportunity for engaging consumers and creating brand attention. Get creative on how to leverage notorious news events and other real-world conversations to connect with people who are interested in the same topics as you. Make sure that your approach is authentic and not completely out of context from what is being discussed.
It’s important to adjust tactics based on each trend’s relevance, urgency, and responsiveness, so be sure to act fast when something important comes up!
Tactic #5: Measure Your Engagement Metrics to Track Performance.
Once you’ve begun engaging in real-time marketing, it’s important to track how your tactics are performing. Dig into metrics like click-through rates (CTRs), average order value (AOV), total revenue, and the number of orders to gauge the success of your real-time marketing efforts.
Monitor these metrics regularly, so that you can understand what works and what doesn’t – which topics create the most engagement and drive conversions – and optimize accordingly based on those insights.
Social media users can become desensitized to current events and trending topics quickly because of the fast-paced nature of the news cycle. The best way to stay relevant and boost engagement is to capitalize on those moments through real-time marketing. Aim to create content that your audience will find relevant, clever, fresh, on-target, and attention-grabbing.
Also Read: Data Science for Non-Techies: Your Step-by-Step Guide