Real-time marketing, an emerging concept within the realm of digital branding, is the result of the integrated and simultaneous application of digital marketing and brand management communication. It is a new-generation concept that is part of digital branding and involves leveraging real-time data to deliver the right content and message to the target audience at the right time.
Real-time marketing focuses on providing customers with what they need at the moment they need it, rather than engaging in millisecond marketing activities. This involves transforming your customer data platform into a system built on real-time data, allowing your customers to access the right content and enabling you to optimize your marketing strategy using insights gained from this data. All of this is achievable through an integrated architecture involving your CRM system and marketing solutions. In this regard, Salesforce Data Cloud solution offers the power of real-time customer data from both online and offline channels. It works seamlessly with Salesforce product offerings such as Sales Cloud, Marketing Cloud, Service Cloud, and Commerce Cloud, which cover sales, marketing, customer service, and e-commerce solutions.
To harness the power of data in marketing activities, the integration of Data Cloud and Salesforce Marketing Cloud enables you to create intelligent cross-channel campaigns through email, mobile, advertising, and chat applications. It allows you to design customer experiences on an individual basis, as well as automate campaign structures, all while efficiently utilizing your team's time.
Referred to as real-time marketing, interactive marketing, agenda-based marketing, and instant marketing in the marketing literature, real-time marketing involves companies presenting their products (goods/services) to customers through the utilization of customer data and making them interactive for customers.
Key features of real-time marketing include accurate analysis of customer data, creating personalized content on digital channels such as websites and apps, and ensuring that content delivered to customers through SMS, email, and other means aligns with their needs. Additionally, designing predefined and automated customer journey scenarios to efficiently utilize your team's time is essential. When measuring the impact of real-time marketing, metrics such as social media interactions (reach, likes, shares, comments), email open rates, website traffic, views, and clicks that are monitored and analyzed instantly by Salesforce Data Cloud solution should be considered.
Advantages of Real-Time Marketing
Some of the key advantages of real-time marketing, also defined as strategic marketing practices that provide instant responses to environmental and actionable events, include:
Personalized Communication: By offering consistent and personalized messages to customers, real-time marketing ensures timely access. This increases interaction with customer journeys and the products offered.
Customer Loyalty: It allows businesses to establish more human interactions with customers, fostering a sense of enjoyment and loyalty toward the brand.
Dynamic Campaigns: With Salesforce solutions, marketing campaigns based on real-time data can be continuously optimized, making them more efficient and target-oriented.
Tips for Real-Time Marketing
Contrary to common belief, real-time marketing doesn't necessarily mean instant or immediate actions. The crucial aspect of real-time marketing is ensuring that users obtain the necessary information at the right moment. This can take seconds or even hours, and it can be periodical. For instance, sectors like travel, tourism, and accommodation align closely with the concept of the right time. On the other hand, events with fixed periods, festivals, fairs, or conventions do not necessarily embody real-time relevance or immediacy. The focus here is on identifying the moments customers need and triggering them within those time frames.
When designing customer journeys, the influence of the knowledge provided by data stored in the CRM system over time should not be overlooked. In this context, Salesforce's Marketing Cloud, a marketing automation tool, can be used in conjunction with Salesforce's Data Cloud for Marketing solutions to achieve real-time marketing objectives. This allows the efficient and strategic management of millions of customers, each expecting a unique experience and journey, in a real-time manner.