The emergence of real-time content as a marketing strategy has gained momentum over the past several years. Facebook, Snapchat, and Instagram are among the most popular social media platforms that have utilized this booming trend. More recently, the ability to live stream via different outlets have boosted engagement for companies across the world. Real-time marketing stems from delivering the appropriate content at the proper and respective time. Furthermore, it is a way in which a company can react or respond to current events and use the situation to their advantage through the production of creative and original material. A prime example of this may be seen through Oreos tweet during the third quarter of Super Bowl XLVII in February of 2013. Following the power outage at the Mercedes-Benz Superdome during the game, Oreo’s social media team immediately posted a tweet with an ad captioned, “Power Out? The ad attached to the tweet featured a picture of an Oreo in a dully lit room with the text on the bottom right-hand side of the advertisement stating, “You can still dunk in the dark.” (See ad here.)
Below are several different ways in which real-content marketing can help your company to flourish and connect with your audience:
- Delivers Content Both Quickly and Easily
The overall success of this marketing strategy stems from the method’s sense of immediacy. In today’s day and age, it is important to create a sense of urgency when interacting and informing various publics. This strategy is a way to both obtain and maintain customers quickly and easily. A continuous online presence is paramount to the growth of a company.
- Improves Customer Satisfaction
Real-time content can also potentially help your company to strengthen customer satisfaction. In any industry, the customers need to be prioritized and should be rooted at the core of a company’s overall mission. Marketing your brand in this manner should examine what is important to the customer and how to satisfy their needs. Producing quality content on social media can help build trust, comfort, and reliability. Moreover, by real-time marketing gives you the advantage to respond to customer in a quick and respectfully succinct manner. By listening to the needs of a customer, a company can look internally and discover possible changes that may need to be made to improve the experience of future customers. Feedback allows an organization to assess how they can make improvements and enhance the quality of their delivery. By responding to customer’s immediately through real-time outlets, then a person is more likely to feel valued as an individual as opposed to being treated as if they are one of the many customers that a company may engage with. Gaining insight from customers can show an organization how people’s wants and needs are constantly changing in a dynamic and evolving society. Two forms of the real-time engagement that have become more popular over the course of 2018 include live steams on Facebook and Instagram.
- Boosts Engagement
By increasing your number of followers, real-time content delivery will then subsequently help you to boost your audience engagement. Real-time content can help an organization to connect with their audience on a personal or relatable level. Through this approach, individuals feel closer to the brand and gain insight to who your company is and what you are specifically doing for them. Social media is interactive and can provide interactive forums between a customer and an organization. This strategy allows an organization to also capitalize on new stories or world trends that have gone viral. One way to keep up with trending topics include watching mainstream news media or even by setting up Google Alerts regarding recent and popular developments. Not only can real time marketing be used to respond to trends, but they can also be used to respond in times of crisis or tragedy. In 2010, following the earthquake in Haiti, the American Red Cross tweeted “You can support #Moore response & other disasters by txting REDCROSS to 90999 to give $10, or online at redcross.org.” This rally for public support via social media allowed this humanitarian organization to raise approximately $33 million dollars for Haiti.
- Allows you to Provide Different Forms of Content
Lastly, the real-time strategy will enable your company to diversify the type of messages that you are distributing. Not only will the increased quantity of published material reach a wider audience, but it is also a way for customers to express their thoughts, ideas, and opinions on a matter. While it is important to extrapolate on what your company is doing through newsletters and blog posts, providing real-time marketing content is a way to easily inform your audience about events or promotions that your company is currently promoting. Often, content that is short and interactive yield the most memorable experience for a customer.
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