Some of the most resounding successes of brands in social networks have been in knowing how to take advantage of a specific moment to launch an exact message. On occasion, the situation has been the solution of a masterstroke from a brilliant community manager. In the others, many others, positioning itself so well has been the consequence of understanding that in today’s world, the world of the immediacy of the internet, things have to happen at the exact moment in which they should be done. As if it were the newsroom of a media, those responsible for managing brand images have had to enter in real time, in the last hour. Real time marketing, or real time marketing, has arrived and has changed everything.

What is real time marketing exactly? It’s basically applying what those brilliant and pioneering community managers did. It is about generating brand messages associated with what is happening at the specific moment, for example in the minutes after an exact piece of news is known. When you have the forecast that something like this is going to happen, positioning yourself is easier, as it happened for example in the past Olympic Games. But those who manage, so to speak, to be advanced users and to mark themselves more and more so many take advantage of the unexpected and do it with success. This is the case, for example, of British brands that reacted in minutes to the announcement of the second pregnancy of the Duchess of Cambridge and became references as a success story.

Having a good team and clearly marking what is expected and what can be done are key elements to achieve success with the application of these new realities. And, above all, you have to be on permanent alert to get the right moment and the exact answer. Marketing movements in real time do not have to be associated only with the great headlines of the press, they  Uruguay phone number list   can also start from more specific knowledge and more linked to the client. “Today, companies have an enormous knowledge of their customers and a huge amount of data based on interaction with them,” explains Andrés Narváez, president of Wunderman of Southern Europe and Spain (a company with real-time marketing solutions). “It is about bringing all the knowledge we have about the user to the immediacy of social media and being able to manage our relationship with him at 360 degrees.”

In fact, for many business leaders, real-time marketing is more associated with the things that are done in relation to consumers than simply associated with the last hours. Thus, according to the results of a survey by Researchscape International for Evergage, 74% of company managers considered that real-time marketing was personalizing content to respond to consumers and another 74% indicated that it was responding in real time to consumer demands. Responding to an event, a trend or a fact took 68%. These considerations also have a lot to do with the spaces that brand managers consider decisive for applying this type of strategy. According to data collected by eMarketer, 48% focus on social networks to apply it and 45% do so on the web.

Real-time marketing is one of the latest buzzwords in the marketing world and is one of the trends that will set the agenda in the coming months. In fact, it is one of the usual items on the trend lists that will mark the year. Companies are also quite inclined to use it and recognize its importance. According to a study by Adobe and The Direct Marketing Association, two thirds of companies will apply it in the short term because a significant part (60%) is convinced that it will be much more effective and will yield more benefits than other marketing strategies. 75% of companies also believe that using various channels to reach the consumer is a fundamental element in developing their marketing strategies.

But, of course, these practices are not without risk. The companies are seeing problems associated with the technical and execution part. According to data from the same study, 60% of the firms analyzed say they have difficulties in personalizing content in real time. Also, not only do they not know how to personalize content, they also fail to bring it to the consumer. 75% do not know how to launch those messages in a dynamic and personalized way combining several channels. It is not the only mistake that can be made and it is not the worst. One of the worst is not exactly measuring the message you want to send. Some companies have faced a wave of negative image by sticking with messages that don’t really fit the conversation they want to join. Others misjudged the effect their words had. This is what happened to Ki

Leave a Reply

Your email address will not be published.