400_F_36853124_946JG9WLOmWDNG1apnmsVOs4pahmiQIhIn this competitive world of marketing, real-time marketing (RTM) is of great importance. The RTM is actually a proof of marketer’s presence of mind. For perfect real-time marketing, equilibrium must be maintained between the tactics, the strategies, and the presentations. And here are five scenarios that could be used strategically for real time marketing.

Breaking News:

The most readily responsive form of RTM is responding in a relevant, legitimate manner to a not-foreseen breaking news.  But this is the most challenging form a brand might encounter because it is spontaneous and it spreads like fire. Even pre-preparation is not possible because the breaking news might turn out to be not that good as it calls for acute sensitivity to it. Although breaking news can be used as a strategy in order to address a requirement of the brand and used as a real time tactic, it might last for hours, days, weeks, or even months. Hence, this strategy should be used very carefully especially only when you are equipped with a right workforce to respond to the reactions received by customers.

Brand Events:

Corporate conferences, product launches, offers, sales, and customer or media-facing events are all classified as breaking news occurrences under real time marketing but all of them also demand high degree of advance preparation along with immediate reactive tasks. You can opt for pre-approvals, content strategy, hashtags, channel and media plans, creative components, etc. in order to prepare them in advance and can also be approved well before. While on-field, the field teams are required often but the atmosphere is much more under control and there is a backup plan also. Besides, your way of responding should also be decided in advance.

realCustomer Interaction:

Customers obviously expect their brands to receive responses to their digital complaints and queries in real-time and earlier than real-time and that is why; more enterprises are adopting the real-time marketing concept to prove that they are present and available all the time for their customers. Real-time marketing associated with customer interactions essentially need a perfect combination of anticipatory and reactive work. It also includes determining what kind of messaging would be answered to and through which channels. It also covers making the staff ready to address the received complaints and it even includes being equipped with breaking news communication schedule ready in advance in case of crisis.

Anticipation:

These days, more number of organizations are now preparing for real-time occurrences in advances. They are now equipping themselves with strategies, teams, business goals, content, and approvals, ready well in advance to make them capable of making the most out of real-time opportunities. The approach of “ducks in a row” has been adopted by many advertisers, marketers, consumer brands and sponsors as gearing up prior to major events.

Object/Location-Based:

Although comparatively small aspect of RTM but is the base for future growth is real time marketing object-location-based. It includes setting up of moving stalls of brands for promotions at different locations. It also includes targeting customers through mobile content strategy and location content strategy.