With more people trying to live in the moment, real time marketing is a new age advertising strategy that aims to capitalise on this – but how does it work?
As humans, the truth is that most of us don’t like to feel like our behaviour is being tracked or analysed – even if it is very much the new norm these days thanks to digital marketing. When it comes down to it, advertising can sometimes feel like an invasion of privacy or even an infringement on our personal space.
The reality is that businesses continue to spend billions on ads but in the meantime, consumers tend to spend their lives trying to avoid them – so how do you engage with an audience that simply isn’t interested in your message? For a growing number of businesses, the solution is real time marketing.
Unpacking How Real Time Marketing Works
In the world of advertising, it’s not what you say, but how you say it. The consumer’s emotional response to a digital marketing campaign has a far greater influence on their reported intent to buy a product when compared to the actual content found in the ad. Likeability is a huge sales booster for most brands and it’s closely linked to consumer trust – so how do you present your business in this way?
As customers are now coming to expect more immediate connections and feedback from brands, real time marketing is the answer for many businesses. Taking advantage of timeliness gives brands a chance to prove they’re connected to the wider world beyond their corporate walls and can also use these opportunities to build stronger, relevant, authentic bonds with their customers.
As the name would suggest, real time marketing is all about reacting and engaging in real time and creating relevant points of consumer connection via social media channels or your brand’s website – particularly on key events, news and other items that are currently trending.
Ultimately, real time marketing is a combination of humanising your brand while staying relevant with your finger on the pulse. You’re trying to craft a narrative that as a business, you’re comfortable showing ‘behind the scenes’ footage on a casual TikTok or Instagram Story but are also just as comfortable writing a blog about a topic or issue that your industry or sector is currently grappling with. The beauty of real time marketing is that it will look different for every brand and all that you need to do is find the sweet spot that connects with the right audiences.
One of the greatest lessons in real time marketing was the ‘Ice Bucket Challenge’ that took the internet by storm in 2014. This phenomenon was a global hit and whether they realised it or not, every company or celebrity who took part in the challenge was participating in real time marketing.
Taking part in the challenge was a way to raise awareness and money for ALS but since it was a current event and trend, companies were also able to increase brand sentiment and awareness by participating in ‘real time’.
While the likes of TikTok have arguably created an entire business model out of jumping on trends started by other people, real time marketing in this fashion is a great way to create original content without having to actually think of the idea yourself. While it can be a great tool for getting your brand in front of new audiences, at the end of the day, it’s important to keep in mind that there’s no shortcuts when it comes to producing high quality content – even with real time marketing.
Although original content that packs a punch is essential if you want to gain traction online, the downside is that producing quality material takes time, effort, experience and resources. While you’re not alone if you can’t quite commit to that, the good news is that there’s never been a better time to consider outsourcing to the professionals.
The Key To Good Marketing Is Great Content
Here at Content Hive, producing top quality digital content is exactly what we do best. We have itemised a list of digital content services, and allocated credits next to each of these. This means that each month, you can use your credits with us to produce digital content such as blog articles, social media posts, videos and even animated Instagram stories. By using this model, we believe that it enables us to produce high quality content with faster delivery times.
If you aren’t quite sure where to start on your digital marketing journey and would like to speak to a professional, why not book in a free discovery call with us at Content Hive today to discuss how we can get your brand buzzing online.