Redefined: Real-time marketing evolves

Real-time marketing is moving away from its original association with social media – now becoming part of many marketing tactics meaning that its definition has evolved.

New research conducted by Everage suggests that around three-quarters of marketers now consider real-time marketing (RTM) to be any form of personalised content in response to consumer interactions – moving away from its attachment with social media and growing to include websites and email.

Social media was still the top channel respondents used for RTM, cited by 48%. However, websites and email followed, at 45% and 39%, respectively.

The research also noted that the amount of channels adopting RTM was testament to its evolution.

This makes sense, given that more than eight in 10 marketers cited increasing customer engagement as a benefit to RTM, which is often done through personalized, targeted interactions.

Over one-third of marketers worldwide viewed RTM as extremely important to their organisations in 2014, according to Evergage.

The growing power of the consumer is reflected in RTM’s rising adoption, brands are evermore expected to engage in conversation across various forms of media – and only something personal will do.