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BizReport : Social Marketing : June 11, 2015


Few real-time marketers have agility to respond to social media breaking news and trends

Real-time marketing demands a carefully planned strategy with the resources to discover the right trends, audiences and content and target them at the right time. A new report from Wayin shows that while marketers are benefiting from real-time strategies, few have the agility to respond quickly to social media breaking news and trends.

by Helen Leggatt

Wayin's findings are the result of a survey of 200 marketing professionals, director level and above, who are currently practicing real-time marketing at companies with $100 million in revenue or more.

The study, 'Making Real-Time Moments Matter: The 2015 Wayin Real-Time Marketing Report', reveals the need for carefully planned real-time marketing strategies "that require agility on the spot".

However, while there is recognition among marketers of the value of real-time marketing, with 98% reporting it has a positive impact on revenue, just 40% regularly respond to breaking news and trends on social media.

In fact, only 4% have the ability to respond to breaking news and trends in real-time and most take about 16-30 minutes to create a response. Most of those surveyed agreed that, to be most effective, real-time marketing must happen within minutes, while a quarter (26%) felt it had to occur within seconds. Yet nearly half (46%) said it takes them half an hour or more to respond to events broadcast on social media.

So what's preventing marketers who see such value in real-time marketing from a quick response? "Organizational resistance' was not the main issue, cited by just 26%. However, nearly half (47%) cited budget and resource restrictions while 43% said staff can not respond fast enough. Furthermore, while 95% of organizations were using technology to conduct real-time marketing, only 45% strongly agreed that they "have the technology in place to allow me to practice real-time marketing on social".

"Marketers are seeing meaningful results and significant ROI from their real-time marketing efforts," Jordan Slabaugh, Wayin's VP of marketing, told CMO.com's Giselle Abramovich.. "Social for social's sake won't generate a significant ROI. Real-time marketing must be integrated into a company's broader marketing strategy to reap its full reward."






Image via Shutterstock

Tags: real-time marketing, research, social media








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