This is the basis of what is known as Real Time Marketing (RTM), which seeks notoriety through the creation of “viralizable” content. This technique would not be of much use without a strategy, and this strategy depends on Big Data and Artificial Intelligence. Let’s see how marketing is done in real time through some examples.
Real Time Marketing, immediacy and ubiquity of information
Have you seen any films lately set in a time when there were no mobile phones or internet? It's the best way to see how our perception of time and space has changed.
In The Newsreader, for example, the effect is evident. In the 1980s, a news story could take days to reach from one end of the world to the other. Today, we have information in seconds and sometimes it seems like we're waiting too long.
In fact, we have already started measuring what happens on the Internet in 1 minute!
4.5 million videos viewed on YouTube.
87,500 people tweeting.
188 million emails sent.
694,000 hours of content watched on Netflix.
3.8 M searches performed on Google.
Real Time Marketing
And what does all this have to do with real-time marketing? Actually, everything. Right now, real time is the measure of everything that happens . In this context of immediacy, the concept of Real Time ebay phone number data Marketing (RTM) is being developed, which, by the way, is not new either, neither as a technique nor as a term. Some sectors have been working on it for years and, on an individual level, politicians and journalists have been using it for some time now.
We saw a clear example of RTM marketing in the two Twitter accounts that the Trump administration used during its term: @realDonaldTrump and @POTUS. Both tweeted content directly related to current events.
The first ones were related to controversial issues and the second ones, in a more restrained tone, related to evergreen issues, such as national commemoration days. In this way, Trump was always in the eye of the media storm, which kept public opinion away from his actions.
How Real Time Marketing is done and examples
RTM marketing allows us to increase the profitability of marketing actions , multiply brand awareness and obtain a high viral component for content. But what is RTM in marketing? How is it done?
The keys to creating a real-time marketing strategy are four:
Team : Have a team capable of following trends on all social networks. Even those in which the company has no presence, since relevant news does not appear on all of them at the same time.
Stay Alert : The team must always be on the lookout for news, events and happenings that occur both in the sector and in general, so that the company is the first to bring the news to its feed.
Monitor conversations about your own brand or create them so you can execute specific actions related to those conversations.
Speed : To do this, create action protocols, plan and have the means and equipment ready to take action when the opportunity arises.
RTM social media marketing example: TikTok and Instagram Reels
Most TikTok and Instagram reels content is very similar to each other and is based on trends. In many cases, these trends focus on audio files accompanied by a very specific type of image. At first, it was just dances. Now, trends include themes or reinterpretations of entire scenes.
Companies that have incorporated RTM marketing into their digital marketing strategy monitor these social networks and adapt trends to their niche. In this way, they make their videos go viral and multiply their reach and influence.
What is the relationship between Artificial Intelligence (AI) and Digital Marketing?
If there is one thing that characterizes AI, it is its infinite capacity to process data and do so in real time. Specifically, Machine Learning is the branch of Artificial Intelligence that studies algorithms capable of learning through the accumulation of data . Applying machine learning will allow us to analyze social networks in search of users and relationships that allow us to enhance our message , and predict its impact.
And how does AI relate to real-time marketing?
Data-driven learning makes it possible to automate decisions in real time , which is essential in RTM. Unsupervised learning, on the other hand, makes it possible to identify clusters of potential customers to whom specific real-time marketing actions can be directed. In short, Artificial Intelligence further accelerates the immediacy of Real Time Marketing.
