Real Time Marketing

Real-Time Marketing: Advantages

Real-time marketing can be highly powerful and effective for connecting with a brand's existing and potential customers. There are several advantages of including real-time marketing in the overall marketing communications strategy of an organization. Real-time marketing enables the opportunity for a two-way communication between a business/organization and its customers, which can be personalized. This further allows for capturing rich and meaningful data about the customers which the organizations can leverage to continue to create sustained value and trust. Moreover it allows for creative ways of synthesizing data, establish meaningful metrics that move the business forward, and contribute to overall increased conversion rates.

The process of getting consumer feedback is much more agile when using real-time marketing tools (Facebook, Twitter, etc.) This allows product organizations to quickly integrate the feedback obtained from its customers into its products while also reducing their time-to-market cycles. Moreover, the connection established with the individual consumer makes them feel more invested in the brand and through personalized interactions can also lead up to consumers championing the brand within their individual social circles (word-of-mouth).

The interactions captured from exercising real-time marketing can also help with story-telling of brands. Scope of these stories can range from introducing new products (how they come to existence), customer testimonials, community outreach programs and/or global citizenship. The auto and insurance industry has been highly pro-active in developing such stories that connect with their target segments while driving brand loyalty. Toyota successfully emerged out of PR nightmare (faulty pedals) by using social media platform. In summary, interactions developed from real-time marketing strategies establish long-term value with a consumer that is beyond a transaction exchange.