Social Media Marketing For Dummies, 4th Edition

Chapter 27

Using Real-Time Marketing

IN THIS CHAPTER

Understanding real-time marketing

Distribution of real-time marketing

Engaging consumers in real-time marketing

Real-time marketing is all about going from strategy and consumer insights to messaging and advertising in a matter of seconds or minutes instead of a matter of months or even years. Until the advent of “always on” social media and real-time buying, it seemed a pipe dream. But with the increased digitization of the entire media ecosystem we now get real-time consumer insights as they are formed by consumers. We can design creative experiences responding to those insights and even run them in digital media locations — all in a matter of minutes.

Introducing Real-Time Marketing

In the 5^th edition of “State of Marketing,” Salesforce found that although real-time engagement is a marketers highest priority, it’s also their biggest challenge. To make real-time marketing practical for your business, you need to understand its core components. These components are real-time

• Insights
• Response
• On the fly
• Co-creation
• Distribution
• Engagement

Each of these components is discussed in the following sections. They all are built ...