As new technology and evolving workflows improved the speed of marketing, “real-time” has become the new standard for agile marketers. How do they do it?
HAVE A PROCESS
While real-time marketing appears to happen in the moment, the truth is it starts well in advance. Being highly responsive starts with being proactive. Have a process in place that details the needed steps to execute your real-time marketing. Automating steps can improve responsiveness. Make sure you include all needed parties when planning the process (like legal and brand).
Marketing in real-time starts with listening. Listening will help you better understand your audience, as well as identify the actions and events to which you need to respond.
Through tools and manual analysis, you can identify events and triggers, uncover emerging trends before they peak, and isolate outliers (like influencers) in your audience.
When planning your real-time marketing experience, you should outline and create the actual experience that you want your customers to have. At times, this may be more prescribed, like creating multiple product pages that will be dynamically erved based on the customer who is viewing the content. In other scenarios, it may involve rapid development of content to respond to an unfolding event. While you may not be able to create this content in advance, you can create a process for identifying, creating, and approving executions.
Real-time marketing is often about real-time engagement, giving customers the opportunity to engage with brands on their own terms and not simply forced into a marketing funnel. Marketing tools can enable this type of real-time customer interaction.
Much of real-time marketing occurs in advance, but it also occurs after an event. Smart responsive brands amplify their real-time efforts after the fact to maximize their exposure.