Brands place real-time marketing value firmly in relationships
In my previous article I wrote about the challenges of managing real-time marketing since processes are changed, focus is drawn to live data and content is being produced by the hour.
In this follow-up I will look at our research showing how marketers rate the benefits and some examples which show the value in real-time marketing (RTM).
Where is the value in real-time marketing?
There are blogs aplenty about Oreo’s ‘dunk in the dark’ real-time coup at the Super Bowl. Jerry Daykin from Mondelez (owners of Oreo) spoke at our Social Speakeasy event a few weeks ago. He made the point several times that although it achieved marketing success; it was engagement, not reach that made it successful.
So we surveyed brands for their perspective on real-time social. And the resulting benchmark…