Brands choosing not to practice real-time marketing are putting themselves at a significant disadvantage. In an age where the average customer is immune to online advertising efforts, marketers need to execute immediate, personalized marketing techniques in order to stand out. One of the best ways for marketers to reach consumers in this way is through social media. But, today’s social channels are so complex and fast paced that it’s difficult for marketers to do this effectively without dedicating time and resources.
The most successful marketers would agree with this. According to the Wayin Real-Time Marketing Report, 59 percent of marketers who have practiced RTM in the past year are planning to increase their budgets for real-time efforts in the year ahead. What’s more, is that these marketers are even more likely to prioritize social media, with 66 percent of respondents indicating that they plan to increase their social media budgets within the next year. In other words, marketers who are putting time and resources into real-time social media strategies are not regretting it.
Practicing real-time marketing is incredibly important in an age where consumers are deaf to branded social content. Marketers need to reach consumers at the times they’re most likely to be attentive and motivate them to engage. This may make sense at face value, but what exactly does real-time marketing look like? Here are several tactics that today’s most successful brands are executing to make the most out of their RTM and social media investments:
- Respond to customers on social sites: Whether it’s in response to a customer complaint or a supportive post, brands should have a strategy in place for responding to customers in real time on social media sites. These real-time efforts make your brand appear more responsive and reliable.
- Display at live events in real time: This could be a concert, sporting event or trade show which involve monitors that display relevant social content in real time. This is a great way to motivate event attendees to interact with your brand and inspire others to join in on the conversations.
- Incorporate social into advertising campaigns: RTM budgets can be used to integrate social media content within television advertisements. These ads not only serve as peer recommendations, but also encourage more consumers to engage with your brand by giving them the opportunity to have their name and post appear on TV.
- Leverage fleeting moments: Consumers are likely to be paying attention to social media during big planned events, like the Super Bowl and have an interest in following trending topics. Brands should use this knowledge to their advantage. Leverage real-time news and big events in a way that promotes your brand in a fun and engaging way.
- Incorporate social into product recommendations: RTM budgets can also be used for product recommendations. With this strategy, marketers can integrate real-time social content on an e-commerce site or on displays in store. When customers purchase a product, they’re encouraged to post about it on social media. The brand then aggregates that content in real time to provide reviews for current shoppers both in store and online.
Rather than executing these tactics haphazardly, brands should be incorporating them into broader real-time marketing strategies. The most successful brands are allocating the resources, manpower and time it takes to execute these tactics in a more strategic way. If you’re currently not one of the 59 percent of marketers planning to increase your RTM budget, you might want to reconsider.