Real Time Marketing – what is it and how to use it?

You’ve probably noticed more than once how some companies are surprisingly adept at responding to current events or trends, creating content that instantly becomes a hit online. At such moments, when you look at their posts and see an avalanche of likes and comments, it’s no accident. It’s the result of a conscious strategy related to Real Time Marketing. In today’s article you will not only learn how to do it well, but we will also look at examples from Poland and the world.

What is Real-Time Marketing?

Real-time marketing (RTM for short) is a dynamic marketing strategy that follows the pulsating rhythm of the changing online world. In short, RTM is the art of instantly responding to current events and trends to effectively engage your audience, your watchers.

In the Internet age, where information spreads at the speed of light, the ability to respond quickly becomes a key element of an effective marketing campaign. Real-time marketing not only enables companies to adapt to changing realities but also allows them to create authentic, personalized interactions with consumers. It’s a strategy that continually emphasizes the importance of the moment and the ability to deliver content instantly, making it an integral part of the modern approach to promotion and customer relationship building.

And what isn’t Real-Time Marketing?

It is not a strategy based on a fixed calendar of events but rather a spontaneous response to current events and trends. Therefore, we cannot call the creations created for Christmas or Women’s Day Real-Time Marketing. 

Unlike planned campaigns associated with fixed dates, Real-Time Marketing is also not a pattern of routine activities that can be predicted well in advance. On the contrary, this approach requires flexibility and a willingness to adapt quickly to changing realities.

The culture of immediacy

Before we get to the advantages or examples of real-time marketing, it’s worth stopping at one more definition. We’re talking about the culture of immediacy (culture of immediacy). This term refers to a society in which instant availability of information, results or products is expected. It is a phenomenon characteristic of the modern world, especially of the Internet culture, where instant response and availability of information have become key elements of our daily lives.

The culture of immediacy is closely linked to the dynamic pace of life, digital technology surrounding us on all sides, social media and the expectation of quick and efficient satisfaction of needs. In this culture, instant gratification, responsiveness to current events or real-time access to online content becomes important.

In the context of marketing, the culture of immediacy is directly related to Real-Time Marketing. Companies are trying to adapt to consumer expectations by offering quick responses to changing trends, events, or news to maintain interest in their brand.

They also try to adapt to consumer expectations by offering quick responses to changing trends, events or news to maintain interest in their brand.

However, it is worth noting that the culture of immediacy can also bring challenges, such as the pressure to constantly produce content, the risk of making mistakes in a hurry, or maintaining authenticity at what is often an extremely fast pace. Therefore, successfully adapting to today’s culture of immediacy requires a balanced approach and flexibility on the part of companies and marketers.

Benefits of Real-Time Marketing

Real-time marketing has a number of undeniable advantages that make it extremely attractive to businesses looking to communicate effectively with today’s dynamic marketplace. Let’s now take a look at a few of them.

Increased brand interest

Real-Time Marketing makes excellent use of the potential of social media, where instant responses to important events can result in the rapid spread of content and increased brand visibility. In this way, RTM maintains interest and fosters customer loyalty, which sees the brand as an active participant in their daily lives online. In this way, the company becomes a product or service provider and an important part of the interactive online environment, significantly increasing its appeal among users.

Building a positive image

RTM also undoubtedly fosters authenticity and closeness with customers. By responding quickly and accurately to current events, companies can establish themselves as active participants in the online community. This translates into building a positive brand image that shows itself as dynamic, flexible, and always ready to interact.

Personalization of messages

Another aspect worth noting is the ability to personalize messages. RTM allows you to tailor content to your customers’ current needs and interests, which in turn strengthens the effectiveness of your marketing campaign. Moreover, companies can quickly adjust their approach to changing consumer preferences thanks to real-time data analysis. Rapid response to business or social environment changes shows that a company is truly listening to its customers and adapting to their expectations.

Improve contact with your target audience

It is also worth noting that Real Time Marketing is an effective tool for increasing user engagement online. On-the-fly interactions, humorous approaches or participation in topical discussions attract attention and build a positive dialogue with recipients This builds a bond and identification of customers with the brand.

Do you want to use Real-Time Marketing in your communication with customers effectively?

Contact us and our Specialists will help you with Social Media Marketing! Tell us what you care about and we will provide the best solution.

Let’s talk!

Principles of good Real-Time Marketing

Good Real-Time Marketing is based on several key principles that help companies realize the full potential of this strategy while minimizing the risk of mistakes. Below you will find some of the fundamental principles of good Real-Time Marketing:

1. Speed and flexibility The first principle of RTM is the speed of response. It is important to be ready to respond immediately to current events or trends. This is where “first come, first served” definitely counts. If you react to an event after a few days, it may be too late, and you won’t gain any publicity.
2. Understanding the context
   Effective Real-Time Marketing requires a deep understanding of the context of an event or trend. Avoid shallow interpretations. It is definitely better to delve into the topic’s essence to avoid misunderstandings and controversies.
3. Compatibility with the brand
   All RTM activities should be consistent with the brand’s values and personality. To avoid negative reputational consequences, avoid activities that contradict the company’s image.
4. Creativity and innovation
   Good RTM requires a creative approach. Companies that can surprise and interest their audiences through innovative content strategies tend to perform better. A moment ago, I said that the “first come, first served” rule matters here. While this is true, don’t try to be first at all costs if it will translate into the quality of your publication. Real-time marketing requires us to find a balance between speed and creativity.
5. Monitoring and Analysis
   Continuous monitoring of the situation and analysis of data are key in Real-Time Marketing. They act as radar to spot favorable opportunities and quickly adjust strategies when needed.
6. Maintain professionalism
   Despite the need to react quickly, companies should maintain professionalism. Avoid ill-considered actions or jokes that may be considered inappropriate. Controversy can be risky, so moderation is important.
7. Check your business in the context of the long-term
   Real Time Marketing is not just about short-term activities. Companies should monitor and analyze their activities over a longer period of time to assess the real impact of activities on brand reputation and customer engagement levels.

Examples of Real-Time Marketing

Let’s now move on to perhaps the most enjoyable part: the examples of various graphics and posts that referenced current events at a given time. 

• Prince Harry’s wedding
  Ikea is one of my favourite companies in the context of Real-Time Marketing. Here, we have an example of their post referring to Prince Harry’s wedding and how we should not worry because, with them, “Harry” is available all the time.

• Inauguration of Biden as President of the United States
  In 2021, Joe Biden became President of the United States, succeeding his predecessor… Donald Trump.

• Lagun
  Also in 2021, information circulated in Poland that a woman saw a strange animal in a tree called “Lagun”. She decided to call the inspectors of the Krakow Animal Care Society. Upon their arrival, it turned out that on the tree was… a croissant.

• High temperatures
  Here is an example of how, in Real-Time Marketing, you can relate to any event if you do it skillfully and creatively. Tefal, for example, created the graphic below one summer when the heat was extreme throughout Poland.

• Banksy’s painting
  Right after Ikea, McDonald’s is another company that comes to mind when someone mentions apt Real-Time Marketing. Here, we have their reference to the famous auction of a Banksy painting. After the auction was over (the painting sold for £1 million, or about £5 million!), a shredder hidden in the frame half-cut the painting up.

Summary

Real-time marketing is an integral part of modern marketing strategy, enabling companies to keep pace with the dynamic rhythm of the modern market and create a positive image that attracts attention and builds customer loyalty. Understanding the principles of RTM and implementing them skillfully is becoming extremely important for companies wishing to be visible and relevant in a world of instant digital communication.