RTM is a balance between responsiveness and strategic planning. While real-time action may seem completely spontaneous, its effectiveness often comes from prior preparation – scenarios, a clearly defined tone of communication, and knowledge of the needs of the audience.
Reactivity vs. planning
In Real-Time Marketing, the key distinction is between spontaneous reactions and preparation. While planning marketing campaigns takes weeks or months, RTM requires flexibility. Actions are taken based on current events, but a good RTM marketer has ready-made response patterns that can be quickly adapted to the situation.
Example: Twitter , responding to the Facebook outage in October 2021, published a simple yet incredibly accurate tweet, “hello literally everyone,” which effectively went down in RTM history. uk telegram data
real time marketing twitter
Source: Techtarget
Speed and accuracy
It’s not enough to be fast – the message must also be on point, hitting the emotions or needs of the audience. Netflix perfectly illustrates this principle, using the premiere of “Wednesday” to create brilliant memes that spread virally on social media. It’s an example where knowing the audience and their interests plays a key role.
real time marketing netflix