RSS feed Get our RSS feed

News by Topic

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'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

Subscribe to BizReport



Copyright © 1999- BizReport. All rights reserved.
Republication or redistribution of BizReport content is expressly prohibited without the prior written consent.
BizReport shall not be liable for any errors in the content, or for any actions taken in reliance thereon.