Real Time Marketing
Real Time Marketing (RTM) is a marketing strategy that involves utilizing current events and trends in real-time to create marketing campaigns that quickly and effectively capture the attention of recipients. The goal of RTM is to respond to current events, such as major sporting events, cultural events, and also to actual trends and popular topics that attract the attention of internet users on various social media platforms.
RTM uses various tools, such as social media, websites, mobile apps, and others, to quickly and effectively reach recipients with appropriate advertising content. The key element of RTM is speed, because campaigns must be created and launched in real-time to catch current events and trends.
A characteristic feature of Real Time Marketing is personalization, which involves adjusting the advertising content to the preferences and behaviors of recipients. This makes the advertisement more attractive to recipients and increases the chances of capturing their attention.
RTM can be used in various industries and fields, such as fashion, culture, sports, technology, and even politics. For example, during a major sporting event, such as the World Cup, an energy drink manufacturer may create an advertising campaign that refers to the emotions of fans and encourages them to drink its product during matches.
In summary, Real Time Marketing is a marketing strategy that uses current events and trends in real-time to create effective advertising campaigns that capture the attention of recipients. Key features of RTM are speed, personalization, and the use of various marketing tools.
What is Spontaneity in RTM?
Spontaneity in RTM refers to the ability of marketers to quickly and effectively respond to current events and trends in real-time, creating advertising campaigns that were not previously planned. In such cases, marketers must act on the basis of current information and make decisions based on the latest trends and events taking place on the market.
Thanks to spontaneity in RTM, marketers can quickly use current events or trends to create advertising campaigns that capture the attention of recipients and increase the reach of their brand. For example, during a major sporting event, such as the Super Bowl, marketers can create advertising campaigns based on match results, popularity of certain players, controversial moments, and even commercial breaks that gain popularity during the event.
Spontaneity in RTM requires marketers to have quick thinking, flexibility, and the ability to adapt to changing situations. It also requires knowledge of the latest trends and events taking place on the market and the ability to approach advertising campaigns creatively.
One example of spontaneity in RTM was the Oreo advertising campaign during Super Bowl 2013. After a power outage, Oreo quickly used this event to create an advertising campaign that was published on Twitter. The campaign gained immense popularity and was well-received by recipients.
In summary, spontaneity in RTM refers to the ability of marketers to quickly and effectively respond to current events and trends in real-time, creating advertising campaigns that capture the attention of recipients. It requires quick thinking, flexibility, and knowledge of the latest trends and events taking place on the market.
What is Not Real Time Marketing?
Real Time Marketing (RTM) refers to marketing activities that are taken in real-time and are related to current trends, events, as well as consumer behavior and needs. However, not all marketing activities can be classified as RTM.
Some examples of what is not RTM include:
* Pre-planned advertising campaigns
* Long-term marketing strategies
* Activities that do not involve responding to current events or trends
In summary, not everything is Real Time Marketing. To qualify as RTM, a marketing activity must involve quick and effective response to current events or trends in real-time.
Benefits of Real Time Marketing
The benefits of using Real Time Marketing (RTM) include:
1. Increased reach and attention
2. Increased engagement
3. Personalization of advertising content
4. Quick reaction to competitors’ activities
5. Acquisition of new customers
6. Building a positive brand image
7. Monitoring the results of marketing activities
In summary, the benefits of RTM include increased reach and attention, increased engagement, personalization of advertising content, quick reaction to competitors’ activities, acquisition of new customers, building a positive brand image, and monitoring the results of marketing activities.
Risks of Real Time Marketing
The risks associated with using Real Time Marketing (RTM) include:
1. Lack of preparation
2. Negative comments from recipients
3. Over-exposure
4. Competition
5. Technical errors
6. Lack of consistency in marketing activities
In summary, the risks associated with RTM include lack of preparation, negative comments from recipients, over-exposure, competition, technical errors, and lack of consistency in marketing activities.
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