Whereas various marketing measures are generally planned far in advance, realtime marketing refers to communication in the moment. Companies must respond quickly to current events and at the same time individually respond to their target audience.
Sven Dey is head of communication and market research at Gelbe Seiten Marketing Gesellschaft mbH and author at Treffer! the blog at Gelbe Seiten (German Yellow Pages). In a guest post, Dey explains what realtime marketing is and how you can use it to achieve customer loyalty.
Definition of the term realtime marketing
The concept of realtime marketing has been around for several years now, but it has not been used consistently. However, marketers now largely agree on the definition of realtime marketing: dynamic, personalized content is distributed through a variety of channels and this content is aligned with current topics.
Technical progress has made realtime communication possible
The development of Big Data and mobile internet can be seen as the cornerstone of realtime marketing. Companies now have the opportunity to access large amounts of data in realtime. The steady proliferation of mobile, internet-enabled devices such as smartphones and tablets has made communication possible at any time and anywhere. Social media plays a leading role here as a communications channel.
Speed as a premise in marketing
Remaining up-to-date is paramount in real time marketing. Relevant issues are to be included at an early stage to prepare them for the respective communication channels in alignment with the individual target groups. But contemporary events are only one side of the coin. The other side consists of the needs of each individual user. It is important to keep the “customer journey” through to buying the product in mind and work toward influencing the decision to buy at each station along the way.
Achieving customer loyalty using realtime marketing
A positive decision to buy should not be the final contact with the customer. It would be better if the customer enters a positive rating or even makes a recommendation. This makes each purchase decision into an opportunity to achieve long-term customer loyalty to the brand. Therefore it is important to continue tracking their behaviour even after the purchase. If the company continues interacting with the customer and provides qualified support, then they can be won over for the brand in a lasting way and even become an active influencer.