In a fast-moving, multi-tasking world, it’s no surprise that real-time marketing has captured the imagination of brands.
The ability to engage instantaneously has radically changed the brand-consumer dynamic. Consumers expect brands to respond right away, while brands – using monitoring tools such as Sysomos – can quickly respond to meet the needs of consumers.
In a survey by Evergage, marketers said social media was the most popular tool to accomplish real-time marketing. It ranked just ahead of Websites and email, while call centers, online displays and search lagged behind.
While real-time marketing has opened up new opportunities , it has also put a lot of pressure on brands.
Given the growing expectations of consumers, many brands are discovering how the fast that real-time marketing can be.
Brands that wait minutes or hours to engage or come up with an appropriate response can find themselves publicly flogged and criticized.
It can be an uncomfortable place because it often means brands have to tactically react with little time for strategic thinking.
It raises an interesting question: How real-time does real-time marketing need to be?
Without disappointing consumers do brands have any latitude before they need to engage publicly? While there are times when brands need to move instantaneously, there can be situations when a brand needs time to make the right move.
We’re not talking days (that would be strange) but hours. It seems like a reasonable idea but how plausible is this approach in a real-time world?
As real-time marketing becomes a bigger part of a brand’s arsenal, they need to develop clear strategies on their approach to real-time.
In some cases, there will be no time to pause before diving into the action. In other situations, real-time marketing needs to take a seat behind smart marketing.
When you take a step, it’s early days for real-time marketing. The rules of engagement are still being developed, while brands and consumers are getting a better understanding of what to expect and when.