In the past, real-time marketing strategies were considered to be part of wider social media strategies, but this is no longer the case as the approach is being increasingly adopted by other marketing sectors.
According to a recent study conducted by Evergage on behalf of Researchscape International, 76% of global marketers agree that real-time marketing should be about personalising content in response to user interactions. This is not surprising considering the fact that over 80% of marketing professionals say any improvement in user engagement contributes considerably to real-time marketing, which is usually conducted via targeted, individualised interactions.
Meanwhile, an almost equal proportion of marketers consider the main function of real-time marketing as forming a response to the web interactions of customers, while 68% of participants in the poll consider responding to trends and cultural events on social media as a key aspect of real-time marketing strategies. Just over half of respondents classed triggered emails as essential to real-time marketing.
The study’s findings also reveal that social media remains the most used channel for real-time marketing, as cited by 48% of participating marketers. Websites take the second spot, employed by 45% for real-time marketing purposes, with e-mail appearing as the third most popular platform, used by 39% of marketing professionals. Online display is used to enable the real-time marketing campaigns of 19% of marketers, while a respective 18% and 14% of respondents rely on search and SMS.
The different channels marketers use for real-time marketing present convincing evidence of the strong popularity of the technique, eMarketer commented.