Real-time marketing (RTM) continues to evolve with technology. In the late 1990s, customer relationship management (CRM) solutions and real-time marketing went hand-in-hand. More recently, marketers and bloggers refer to real-time marketing as a social media tactic, with the most famous example being the Oreo tweet during Super Bowl 2013: “Power out? No problem. You can still dunk in the dark.”
Responding to live situations in real-time using social media is no longer the only tactic or sole definition. According to eMarketer, marketing professionals worldwide now consider the following tactics as real-time marketing:
- Personalizing content or creative in response to customer interactions
- Responding to customers in the context of their web interactions
- Responding to trends or specific cultural events
- Engaging prospects and customers on social media with content and offers
- Live website chat
Now, responding to inbound marketing is real-time marketing. Social media and web interactions are equally important to real-time marketing, as well as marketing through mobile apps with geofencing.
Marketing to customers “checked-in” on Facebook and Foursquare will still be viable. But more important to marketers than check-ins is personalization.
In our world saturated with mass marketing, personalization cuts through the clutter. It gets noticed. Personalize your real-time marketing. Personalize your content, creative, customer service and every touch point to your prospects and customers.
Check out the infographic below to see how other marketers define RTM, what channels we use for RTM, and how important RTM is for the future.