As 2015 grows near, one of the social media marketing bywords you are sure to hear more often is real time marketing.
While the concept was first coined by Silicon Valley marketing guru Regis MacKenna back in 1995 in the Harvard Business Journal, almost 20 years later, marketers still put real-time marketing as among the highest priorities to execute and fulfill.
“Real time marketing is using data analytics with a process flow to shift marketing messaging in real time or near real time,” writes Zena Weist of Convince&Convert, a digital marketing consultancy.
Weist outlines its three unique layers: that it’s a process, not a project; it’s an ongoing newsroom, not an advertising campaign; and the content has to be brand-relevant and current but not a buzz wedge.
David DeVore, founder and CEO of direct-to-fan marketing services firm FanCentric, says that in order for social media content to work in real time marketing, businesses need to learn to be more authentic.
“You cannot do real-time marketing if every piece of content has to go through a ‘sterilization’ committee,” says DeVore. “If you want to grow, you have to let go, and become comfortable with authentic, fan-driven content and interactions. One thing we know about the web is that people crave authentic experiences and quickly see through smoke and mirrors. Face it, people trust other people more than brands.”
Forbes.com sees this connection when it names transparency as one of the most important tools of marketing and top marketing trends to watch for in 2015.
“Next year the best brands won’t be those with the best stories, or sort of made-up fictional stories,” Avi Dan, founder of Avidan Strategies, a leading agency search and compensation consultant, writes. “But those that will give an accurate and real time picture of what they are doing in the interest of the consumer, at any given time.”
Give your customers the information they need when they need it the most. Learn more about real time marketing in the Certified Digital Marketer Program. Sign up at imadigitalmarketer.com or call 0928-506-5382 for more details.