Real time marketing

The environment is changing rapidly. The opportunities technology offers us today have accelerated our actions, behaviors, decisions, and even our thinking. This is true in every field, including the marketing world. Now, preparing a marketing campaign or strategy months in advance often results in failure. True, if we compare Azerbaijan with European, American, or Turkish markets, we can say that the impact of this failure is not as significant yet. However, the economic, business, and marketing changes happening in these regions today will inevitably be felt in our country in the near future.

The Real-Time Marketing strategy, which started being used in the 1990s, has gained even more relevance today. Why? Because now, customers search for brand information online, and they understand whether a product is good or bad from discussions on social media. Some people use social networks to gather information, others for communication, and some for entertainment. The reality is that a certain portion of our day is spent on social networks. In this situation, Real-Time Marketing comes into play!

With the rapid spread of internet and digital media use, the digital marketing sector continues to grow and gain significant importance. Along with digital technology, the increase in online users and digital devices leads to a decline in interest in traditional media channels such as television, radio, and magazines. The increase in mobile communication is rapidly changing consumer habits. The "Digital Consumer" group, defined as such, is a group that brands need to capture at the right place, at the right time, and with the right communication. This strengthens the social networks that have become a kind of fortress for the digital consumer.

Brands that entered social networks early, with the advantage of being first, managed to win over large audiences. While the importance of Real-Time Marketing increases every day, unfortunately, today’s brands overlook this weapon and often use social media platforms carelessly. Unfortunately, many brand accounts on social media are empty, without value, and with content that doesn’t solve problems, fading away silently in the social media ocean. Brands with a certain following eventually realize the importance of Real-Time Marketing and content marketing.

Now, we can start our main topic with this question: What is Real-Time Marketing?

Real-Time Marketing is the method of capturing the consumer's attention through an event, incident, or activity happening in the present time. In other words, the company follows the current topics and adjusts its messages and offers accordingly to deliver them to the customer. Two key factors here are operability and creativity. It is essential to deliver your message while the audience’s attention is focused on the event. Additionally, the company’s message must be different, timely, and creative.

During the last FIFA World Cup, the Uruguayan player Luis Suarez biting the Italian player Chiellini is probably still remembered by many. During this event, some brands came up with ideal advertising posters for Real-Time Marketing.

Snickers shared a poster on its official Twitter account that said, "It fills you up more than an Italian."

The company “Specsavers” cleverly used the similarity between the Italian pasta "Cannelloni" and the name of the Italian player "Chellini" and shared a poster saying "Not Chellini, Cannelloni."

A poster related to the Apple brand also caught everyone's attention.

As digital users face higher levels of communication bombardment, it’s becoming more difficult to engage them. With the end of the paid follower era, brands realized that retaining existing audiences is more valuable than acquiring new ones. The Real-Time Marketing concept arises from well-thought-out campaigns, seizing the moment, and creating an immediate response. This gives brands significant exclusivity and strengthens the connection between consumers and the brand.

Real-Time Marketing is a marketing tactic that will provide your brand with the highest benefit at the lowest cost. To turn this opportunity into an advantage for your brand, we will share a few small but effective tactics we find helpful:

First, follow current events and make good use of time.

Speak less but speak effectively.

Make people interested in what you do, and when you catch the right moment, know when to strike.

Not every current event may be suitable for your brand, choose ways that won’t harm your brand image.

With a smartly crafted real-time strategy, embed your brand into your consumers’ memory!