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B2B Marketing

Why Real Time Marketing Matters

These days, people are only interested in on-demand information on their smartphone, computer or tablet. No longer interested in waiting for sales or promotions, consumers prefer to have customized deals, specials and ads targeted at their specific needs and wants. As such, real-time marketing has come to replace the old-fashioned marketing techniques of old.
Real-time marketing requires constant data collection that reports what consumers are doing online, including what they search for online, what they look at online, what they talk about online and the items that they purchase online.
Once this data is collected (which is a constant activity), marketing must respond instantly, providing consumer-specific ads, deals, emails, text messages and promotions. For example, if a customer browses on a retail website and adds items to his or her “cart” but then leaves the website without purchasing these items, real-time marketing responds by sending that customer a text message or email encouraging them to return and purchase those items, often for a reduction or deal.
In addition, if an individual searches for specific items or keywords online, search engine results may display targeted ads on the search engine results page that correlate directly to those searched items. This encourages the individual to read and click on those ads, which brings the individual to the company’s website, resulting in more visibility, traffic and revenue.  Websites can also offer visitors the chance to “opt in” to special text messages or emails, which offer them special deals, information and news that other people do not receive.
Of course, you cannot forget about social media networking, which seems to be an ever-present constant in the life of most people. Companies can create their own business profile, encourage customers and clients to “follow” or “like” their page and then send regular updates, news and posts to increase and maintain visibility.
A real-time marketing campaign should include the following: – Banner ads – Search engine advertisement – Text messages (opt-in) – Emails – Newsletters (opt-in) – Social media profiles and activity (Facebook, Twitter, LinkedIn, Pinterest)  Each of these tools should be based on specific individual activity, preferences, searches and online movement of clients, customers and potential customers.
Remember that consumers expect tailored, customized information and promotions that engage their interest and shopping preferences instead of a generalized marketing campaign.
Real-time marketing is the real deal and these days, consumers expect no less. By utilizing real-time marketing, companies tell clients and customers that they are valued and special. This in turn increases customer loyalty and potential revenue as well as market visibility and presence.
As a result, companies that develop a real-time marketing strategy can expect to see their visibility, revenue, customers and market position increase accordingly. Companies that ignore real-time marketing, however, may find themselves falling behind in the market.

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