Real-time marketing
Real-time marketing is the practice of creating and adapting a brand’s communications in immediate response to what is happening, whether a public event or a customer’s behaviour
What it means, how it is used and where it comes up, with its related concepts.
What it is and how it works
On social media it is associated with publishing quick pieces linked to a sporting event, a news story or a trending conversation; when it exploits breaking news this is also known as newsjacking. In data-driven marketing, it refers to immediate personalisation: showing an offer, message or recommendation based on what the person has just done on the website or app.
It requires teams able to decide quickly, agile approval processes and judgement about when not to take part: not every event suits the brand and some sensitive topics call for caution. A timely message can gain visibility, but a hasty one can trigger a reputational crisis.
Also known as
RTM
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