Real-time marketing is the latest foray into advertising in the digital age. It quickly became the trend as countless companies draw upon current events to gain exposure. For most, real-time marketing is a no brainer. It creates a new form of customer service and helps develop a greater relationship with customers. And facilitates discovering new segments in your audience. It sifts through thousands of users to find the influencers (with a large following and/or opinion persuaders).
Real-time marketing is much more than your social media team. This is the team striking the iron while it’s hot. This is the team that gets the headlines and goes viral. This is all when real-time marketing goes right as planned.
When real-time marketing goes wrong, it either goes out with a whimper (very little engagement) or in a self-destructive bang (negative headlines and company-wide apologies). As many social media users can attest, one social media post can turn your image incredibly awry.
So why bother with real-time marketing? Tweets and other social media posts are cheap and can provide an immediate response. But just because you’re quick and relevant doesn’t mean it will garner the attention and desired user retention. Effective marketing is all about rights. Marketing finds the right product for the right price for the right audience and at the right time.
That’s why we suggest using “right-time marketing.” Right-time marketing is rooted in reality. It changes the focus from casting a wide net to strategically identifying your audience and adjusting to their interests and needs. There’s no need to create the biggest and flashiest boom.
Ingredients to great RIGHT-time marketing: