Real Time Marketing Topic
November 19, 2014
Real Time Marketing
Definition- using data Analytics with a process flow to shift marketing messaging into real time or near real time.
The words to focus attention on are, Process, Flow and Shift. Real-time marketing will not work without a documented flowing process. If within the process there is no shift, then there will be no cause for real- time element.
Three unique layers of Real-Time Marketing
1. Its a process not a project
2. Its an ongoing newsroom, not an advertising campaign
3. The content has to be brand relevant and current
The important consideration for a company is that they should avoid the position of Buzz Wedge. This is when companies begin to capitalise on a social trend, or news story purely for the social buzz. This may even completely be a different direction to what the brand is about. Ideas need to be organic and using a buzz to generate engagement will harm authenticity.