Monday, 2 april 2018 | Brenda Rodríguez López
Is it just a matter of luck to be in the right place at the right time? Maybe it is on some specific occasions but, as a general rule, those moments are sought, they are not found. That is the great role of Real Time Marketing, identifying those ideal opportunities and take the best advantage of those circumstances that appear before marketers at certain moments. But, how can professionals discover and benefit from these opportunities?
One of the great advantages of digital media over the traditional type is its ability to interact with the public in real time. Some actions carried out, for example, in social networks, can generally have a massive impact that also grows exponentially in a very short period of time. The Internet arrival has transformed the marketing world. Now strategies cannot only be measured accurately, segmented by audience types or be personalized, they can also adapt or reinvent themselves according to the circumstances and according to how the masses respond.
Demanding, connected and difficult to conquer
The Internet has opened a digital space where immediacy reigns. The population is increasingly connected and its response is faster. The customer is now more demanding and the "here and now" is stronger than ever. When the masses have the ability to intervene in few seconds, they also want companies to be able to react to their demands quickly. Awakening their interest is also more difficult. The media is no longer a newness. Most companies have presence on the Internet and users are bombarded by a multitude of information every day through different digital channels -infoxication-. This overexposure and hyperconnectivity affects the effectiveness of digital marketing. In turn, this pressing and difficult to conquer audience has a greater weight in the decision making of the brands. It is not surprising when a single comment in a "post" can initiate a reputational crisis or a retweet can start a message viralization.
In this complex and immediate context, brands are increasingly aware of the power that the choice of a precise moment together with the execution of an appropriate strategy according to the company's circumstances and commercial objectives can have. That is precisely the objective of Real Time Marketing, knowing how to turn a situation around or take advantage of the "here and now" whenever is possible. Controlling this strategy is complicated and requires a process of preparation and evaluation. On the other hand, artificial intelligence and Big Data are the breeding ground that promises that Real Time Marketing has come not only to stay some time, but to have an important role in the future.
Ebay trusts on weather to conquer customers
Choosing an illustrative example of Real Time Marketing is difficult, because there are more and more cases. Perhaps a recent one that reflects well the previous work of preparation that these plans need and how marketers can take advantage of the right moment to reach the right audience is the "weather" advertising of Ebay. Not only there are marketing in real time cases on social networks, although this is their star channel. There are many ways that these strategies can be supported. In particular, this brand has decided to opt for digital outdoor advertising -Digital Signage-.
The marketing professionals who work for this company consider that these Easter holidays period in UK, characterized by many workers have decided not to risk going on vacation due to the bad weather of the past weeks and most of them have already gotten their monthly payment, can be an ideal time to carry out a campaign. This spring the weather in this area of the continent is more unpredictable than usual and to encourage potential consumers to buy, they have decided to adapt their open air advertising to the weather conditions at the moment thanks to the data that they get in real time from the Met Office. If the day is sunny they advertise gardening items, if it is cloudy or it rains, home improvements or a cupboard renovation.