Real Time Marketing is of Real Importance?
Real-time marketing has been described as nothing more than a passing fad since it first appeared in recent years; however it appears to be strengthening in its approach to marketing and in its following among marketers, to the extent that we think that it has the potential to become one of the most important marketing trends of 2015.
It’s been predicted by Forbes that real time marketing will become important during 2015, meaning that “increased real-time brand expectations will spread to product availability, delivery, and customer service.” Real time marketing is generally taken to be marketing which is performed in the moment, and is defined by Evergage as “the practice of brands engaging their audience via content, advertising, and product placement that is relevant to a specific current event or cultural happening”. Perhaps another term for this type of marketing could be ‘personalized’ marketing, since it turns the traditional type of marketing on its head: instead of creating defined parameters and trying to attract customers within them, this marketing works the other way around by attracting customers and then creating a marketing approach that would work on them.
In a way, real-time marketing could be likened to the new phenomenon of citizen journalism: in much the same way as social media sites have allowed people to upload news and pictures concerning ongoing events within minutes or even seconds of them happening, real time marketing will, if it works, react within minutes to individuals who are happening to browse their products. The people who develop and use real time marketing have developed the means to tie this marketing method to current cultural events and (to further cement the citizen journalism angle) to current newsworthy events as well.
To give one example of the way in which real time marketing could be tied to the prevailing culture, think of the rediscovery in London of the wartime posters which read ‘Keep Calm and Carry On’. Created to be used in the event of a German invasion, the posters were eventually relegated to a storeroom, to be found and turned into the cultural phenomenon we all know and (mostly) love.
Real time marketing is tied into this by the sheer proliferation of that slogan and the endless permutations of it which have appeared on mugs, rugs, t-shirts, posters, coasters, scarves, hats, aprons and who knows what else. One particular slogan makes use of cultural memes by changing ‘Keep Calm and Carry On’ to ‘Keep Calm and Gangnam’ in reference to the Korean Pop hit single.
Real time marketing works specifically by using popular cultural trends or news to boost sales of whatever product is being sold by the business.