What is real time marketing really and how do you benefit from it?
Tips
30 March 2023
In social media, information and trends are quickly overdone. Something that breaks records for views one day may already be replaced by something else the next. In order to make a name for yourself, you need to keep up to date with everything that is happening online. A perfect example of this is real time marketing. What is it and why should you use it in your business?
Real time marketing - what is it?
Real time marketing is translated from English as 'real time marketing'. It is an advertising strategy that reacts to current events and integrates them into campaigns in order to use them to promote one's own offer.
RTM most often occurs in social media, as these are the most dynamic media and the quickest way to publish content. It is not uncommon to use memes that are popular at the time or to refer to events that are currently popular among internet users to create advertising in this way.
How to define the target group for RTM activities?
In all advertising activities it is important to define your target audience, but a real time marketing campaign requires this by far the most. Many internet trends or memes are only understood by specific users. You need to assess whether you want to advertise your product or service to the very group that is currently engaged with a particular issue.
In order to find out in which people an event or a joke arouses emotion, it is useful to track the places it reaches and the comments. Something that is trending among young people on TikTok will not necessarily catch on on a Facebook profile for an older roomie. You should look for situations that best suit the brand's customers.
Real time marketing on Facebook or Instagram has the quality that if it goes viral, sooner or later it will still reach people who do not understand it or who are not amused by it. This is natural and it is not worth worrying about such situations, as they are usually the result of a successful promotional action. What is important is that the action is consistent with the company's image and does not compromise its values. 
Real time marketing - examples of a well-executed campaign
Ikea, on the occasion of Prince Harry's wedding to Meghan Markle, released an advert for its chair with the same name as the groom's. Its text read "Don't worry, Harry is still available".
As a result of the huge success of the Squid Game series, many marketers have used themes from the production to promote brands. Users liked the creation of one company, for example, which published a picture of a cake from the series, but featuring the logo of a drink.
Real-time marketing is not always about promoting a specific product. It can simply be about a brand and serve to build the image of a company that is open to trends and news. When some time ago InPost reserved the name Paczkomat®, plenty of companies took advantage of this in their social media. On the profiles of some banks and other companies, there were posts referring to the case variation of their names. Actions such as these get brands talked about for a while, and this makes them firmly established in the minds of the public.
What are the risks of using real time marketing?
RTM is a very effective and tempting form of promotion, but in addition to its many benefits, it also carries risks. Such advertisements are usually humorous in nature, so you need to be able to sense which themes are appropriate. Many companies have a track record of trying this and finding it not very apt or even unsavoury. Sometimes this can even damage the brand.
Only professionals with great creativity should be hired to create real-time marketing campaigns. Because it is not only the speed of the action taken that counts, but also their ingenuity. When a post goes viral, it will not only reach its target audience, but also many random people who may make negative comments, for example. This poses a certain risk, but it is not worth worrying too much about it.
Dealing with marketing provides an opportunity to plan content online. The most important thing is to know when an event with potential is coming up and to keep up to date on social media. Some situations are unpredictable, but after all, you know when certain holidays or unusual days occur. In order to arouse the interest of readers, it is worth developing a planned hashtag and a post aimed at gathering reactions. The Internet offers opportunities to use real-time marketing almost every day.
Choose InPost Subscriptions for businesses and send parcels at a fixed price.
Take one minute to leave your contact details and start sending parcels from as low as 11.89 PLN*.
- One contract for courier and Paczkomat shipments
- Free courier pickups
- Express delivery
- Price guarantee for the duration of the contract
- Fuel surcharge included
- Dedicated post-sale support
* Net price per Paczkomat shipment in the Subscription 600 plan.
Czytaj również
