Marketers are finding that real-time marketing (RTM) just might be all it’s cracked up to be.
New research by Wayin, which looked at 200 U.S. marketers who currently practiced RTM, found that marketers used it for a wide variety of reasons.
Marketers cited “forming customer relationships” (56 percent) as well as event promotion (55 percent). Adding to existing content, increasing social media engagement and reach, complementing ecommerce strategy and identifying new customers and audience segments were also identified by approximately half of the marketers surveyed.
“Social media is an ideal place to interact with consumers in real time, and the study found that responding to timely trends, news, and events on social as well as engaging with customers on such platforms were each included in 58 percent of respondents’ RTM strategies,” noted eMarketer.
A higher percentage of marketing budgets are now being dedicated to RTM — about six in 10 intend to increase spending in the next year.
The ROI justifies the trend.
“This makes sense when one considers the return on investment (ROI) that respondents had already seen,” noted eMarketer. “Fully 36 percent reported seeing more than half of revenue ROI from RTM, and an additional 43 percent saw between 26 percent and 50 percent.”
But all is not perfect. Yet.
“Other research suggests that marketers as a whole still struggle to leverage RTM,” explains eMarketer. “When a December 2014 study by Econsultancy asked client-side marketers worldwide about the extent to which they optimized the customer experience for select goals/tactics, just 17 percent said they responded in real time to voices of customers thoroughly. Just under half (49 percent) did so partially, while 34 percent didn’t do this at all.”