News by Topic
- Search Marketing
- Email Marketing
- Loyalty Marketing
- Mobile Marketing
- Social Marketing
- Viral Marketing
- Trends & Ideas
- Internet Marketing 101
Top 3 tips to better use real-time data to engage shoppers
It's hard to get true real-time data into advertisers' hands because by the time the data has been collected and sent over, it's no longer considered "new". Purchase intent is fleeting - when consumers post a specific want or need, they want or need it right now. This is why, according to one expert, advertisers and brands need to turn to predictive behavior data - identifying and connecting with consumers prior to their purchase decision to increase brand awareness and chance for conversion.
"When brands see how consumers react to events such as the Oscars, it's important to use that data/insight right away. For example, if you run a retail company whose apparel is similar to the most talked about fashions of the night, the marketing team should take advantage of the timeliness and virality of the event and immediately include relevant hashtags, images, keywords, etc. to their outreach. This also goes for cosmetic or beauty companies - take advantage of the most talked about celebrities and highlight their beauty secrets when promoting your brand or product," said Jeff Revoy, CEO, ViralHeat.
How can brands better use real-time and purchase behavior to engage shoppers?
First, use hashtags - these searchable tags are used by all the majori social networks and make it easy for consumers to find information about products, events and different types of programming or information.
Second, track keywords and keyword use to determine which keywords are pushing sales.
"Time is money, especially in a space that moves as quickly as social media. The longer you hesitate, the more time you give your competitor to reach your potential customers. Social media tools like Viralheat allow you to track your keywords (or even competitors) and even identify which mentions have purchase intent so you can reach out to prospects as soon as they indicate their desire to buy," said Revoy.
Third, use predictive analysis rather than straight 'real time' data.
"'Real time' is often too late when looking at social data. If you want to increase your conversion rate and find qualified potential leads, don't look at what people want "right now" - look at what people will need in the future (tomorrow, next week, next month). Consumers are constantly counting down to major life events (moving day, wedding day, graduation day, etc.) so you can set up targeted campaigns or directly reach out and offer information on a product or service that they will definitely need. Either beat your competitor to the punch or accept that you were a few minutes too late," said Revoy.
Image via Shutterstock
- Survey: Online, offline shopping experiences 'merging'
- Message Systems flips email to up engagement
- Marketers beware - research your target market or risk stereotyping
- Google: U.S government user data requests up 250% since 2009
- Survey reveals general reluctance to pay for online content and apps
- Report: Online communities growing in importance
- Survey: Consumers want to share product details with friends
- PageFair: Adblocking Goes Mainstream
Featured White Papers
- Why the Smartest Marketers Have External Writing Teams
Do you want to see why marketers are outsourcing their writing? Read this white paper to learn how external writers...
- The Definitive Guide to Duplicate Listings
In the Local SEO biz, we spend a lot of time dealing with duplicate business listings. Duplicate records of your...
- The Social Hunger: Why Your Audience Feasts on Social Integration
For the past few years, marketers have 'woken up' to consumers who have the power to express their views anytime...
- The 8 Critical Metrics for Measuring App User Engagement
Measuring and optimizing for the right engagement metrics is the key to attaining and keeping users. Whether your business model...