Strategies related to online marketing have undergone an important change in recent times, due in large part to the rise of mobile devices and social networks, whose use among Internet users is increasingly notable. That is why no one should be surprised by the commitment of companies to those strategies that promote their results through these tools and supports. This is the case of real-time marketing, whose penetration and reach among brands has been increasing notably in recent times. This is due, according to a recent research by Wayin, to the benefits that this strategy brings them, which translate into an improvement in their conversion rate. In fact, according to this study, carried out by the company during the month of March, 42% of the companies surveyed recognized that real time marketing was responsible for between 26% and 50% of the ROI they obtain.

A significant balance that explains the increase in investment by companies in this online marketing strategy. Thus, almost 60% of those interviewed indicated that they intend to increase their spending on real time marketing over the next year. These results show the evolution of the perception of brands in relation to real-time marketing and its effectiveness, since previous studies established that companies were still struggling to take advantage of the potential of real-time marketing.

Thus, a December 2014 study carried out by eConsultancy indicated that only 17% of companies that had carried out a strategy based on real-time marketing had been able to respond satisfactorily to questions posed by users on social networks. Similarly, this study shows that only 49% responded to them partially and that 34% did not do so at all. On the  Ecuador Phone Number List  contrary, the document offered by Wayin not only suggests that brands are benefiting from real-time marketing but also that they are betting heavily on it by verifying the benefits at the level of return on investment made that they can offer. This is due to the motivations that move them to bet on this online marketing tactic.

And what are these reasons? According to Wayn, the main motivation of brands (56% of them) is to generate a bond with the customer. They are followed by the promotion of events and being able to complete the existing content on their web pages, with 55% and 51% of the positive responses from those interviewed, respectively.

This particular motivational ranking is followed by his intention to increase engagement on social networks and search engines, with 49% of the responses from those surveyed; complete e-commerce strategies, with 48%, and identify new customers, with 47%. Next are the identification of influencers, with 40% of the responses; complete the SEO strategy, with 39%, increase the time the clients stay on the website, with 33%, and be able to analyze their sentiment towards their brands, with 14%.

In parallel, Wayin also carried out an analysis of the companies regarding the strategies they carry out to achieve their objectives through real-time marketing. Thus, the majority of companies surveyed said they relied on automation marketing (62% of customer responses). This tactic was followed by responses from companies to content that is trending on social networks, with 58% of responses; and interaction with customers on social media, also with the same percentage of responses. Personalized content was ranked with one point less, and creative content with 54% of responses from brands.

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