The Advantages of Real-Time Marketing

In 2013 we’ll see more marketers take advantage of the power of real-time communications. What are the advantages of real-time marketing? 

The ability to exchange information instantly is a powerful tool for any business or organization. With real-time marketing tools such as Twitter, Facebook, and Instagram, companies are able to reach consumers immediately and with great frequency. This mode of communication gives marketers the ability to expand their company's brand and image by creating a more intimate relationship with consumers. With the rise of smart phones and other wireless capabilities, consumers are more accessible than ever through personal devices that connect them with the corporate world. As such, real-time marketing personifies a company by means of endless updates and communication.

Real-time communication has a profound influence on consumers. For example, by subscribing to a company's Facebook page, consumers receive company updates and other forms of marketing communication in tandem with news and information from their friends, families, and co-workers. As a result, consumers begin to interact with companies in a way that makes them feel invested in and devoted to a particular brand. Further, real-time communication allows the consumer to feel that their voice is being heard. As seen by the profound influence that videos like "United Breaks Guitars" has on a company's reputation, consumers understand that a company depends on their support. If a consumer is unhappy with a company, they now have the ability to respond immediately through real-time communication. Don't like a commercial that played during the Super Bowl? Tweet your opinion seconds after it airs. 

For marketers, consumer investment is a win-win situation. If consumer feedback is positive, the company gains free publicity via word-of-mouth; if consumer feedback is negative, the company gains useful consumer information as well as the opportunity to improve and recover. If a company acts quickly based on consumer feedback, they can walk away from a potentially disastrous situation looking even stronger and smarter than ever. Regardless of the outcome, real-time communication intertwines companies and consumers in a way that no other mode of marketing has before. With ever-evolving technology, it's safe to say that the trend of real-time marketing is only getting started.