Right-Time Versus Real-Time Marketing

Many professional marketers will argue that the concept of “second best” is no longer applicable within today’s world. Either you have managed to rise the crest of the digital wave or you are floating somewhere within the sea of anonymous “would-be” companies. This is why it is pivotal to instantly connect with an audience when it matters the most. If you haven’t yet heard of right-time marketing, it is wise to consider this new concept and what it can mean for your growing firm.

Real-Time Marketing: The Element of Time Alone

Real-time marketing tactics mainly revolve around instantaneous interactions with an audience. The most common methods include live Twitter feeds or podcasts. A shining example of the efficacy of such a move can be seen as far back as 2013. During the American Superbowl, the hosting football stadium suffered a major blackout. Cookie manufacturer Oreo took advantage of the event and posted a Tweet which simply read “You can still dunk in the dark”. It immediately went viral and was shared by tens of thousands of fans.

Public relations campaigns have always struggled to capitalise on this advantage, as they are essentially beating their competitors to the punch. However, we are now witnessing a shift towards a more well-rounded approach which takes other important metrics into account.

The Rise of Right-Time Marketing

According to a study conducted by Pew Research, seven out of ten individuals employ smartphones in order to purchase everyday products. The main issue is that the element of time is not the only variable to consider. Right-time marketing examines other factors including:

• Consumer preferences and buying habits.
• Producing the most relevant online content.
• Which marketing channels are the most appropriate.

So, the timing of messages alone is not the only issue to address. The type of content being offered as well as its relevance are additional components behind a right-time approach to marketing.

A Synergy of the Two

In truth, both of these techniques should be used in order to experience the best results. Real-time marketing (and indeed traditional marketing as a whole) focuses upon what some have called the four “P’s”. These are place, promotion, price and product. Right-time marketing has taken these concepts a step further to include:

• The right answer.
• The right channel.
• The right customer.
• The right moment.

This information can be gleaned from behavioural statistics, big data and traditional methods such as obtaining feedback from the clients themselves. The critical takeaway point here is that marketers will use this information in order to deliver quality content to customers through appropriate channels when the time is right. By making the most out of right-time strategies, a business can enjoy a greater presence within the digital community while keeping its finger on the “pulse” of the marketplace.