‘Tis (Always) The Season for Real-Time Marketing
Between awards season, the Super Bowl and Valentine's Day there are quite a few big events on the calendar this time of year, which means we typically see an uptick in real-time marketing (RTM). But while sports and pop culture definitely create exciting social media buzz, real-time marketing shouldn't be limited to a season.
Real-time marketing is about capturing life's moments and engaging with an audience around them. RTM, by definition, is "on-the-fly" interactive marketing intended to connect with an audience at a specific time and place. That time is daily and that place is online. Audiences now live on social platforms, where they are constantly talking and interacting, so how can we as marketers leverage these spaces to be more beneficial for brands? By building relationships with customers so that we can effectively market to them.
Authentically resonating with your audience requires answering the question, who are my customers and how do they relate to me? RTM helps brands address this by meeting the audience where they are and getting to know more about them through social media engagement. You can gather a wealth of data from these interactions in the moment, such as which demographics you should be targeting, purchasing behavior of your audience, what they care about and your potential new customer base. The ability to gather a broader data set and apply it to future marketing opportunities is invaluable.
Using real-time marketing year-round is also an effective strategy for staying relevant in the industry. If you are able to establish your brand as a thought leader in the space during quieter times, the brand will become a go-to during the "busy season" when there is a lot of social media noise. As people become familiar with and trust your brand they will still listen for your voice when things get noisy.