In today’s fast-moving digital world, getting the right information to people at the right time is important for attracting and keeping customers.

How companies reach out to get people interested has changed from the past. Companies used to send out a ton of ads, hoping some people would become customers. But today’s customers are smarter. They can tell when an ad isn’t meant for them, and they usually don’t like it. They want ads that are customized to their preferences.

This is when real-time behavioural marketing comes into effect. It’s foundation is showing the right advert to the right person at just the right time. It sounds easy, but it can be tricky in practice, especially if a business doesn’t know when and where its potential customers are.

Traditional vs. Real-Time Marketing

Companies of the past used things like newspapers, TV, and radio to get their message out. They’d cast a wide net and hope that their message would reach enough people interested in their product. This method was called the “Shotgun” approach. Sometimes, they’d hit the target, but a lot of times, they’d miss.

But when the internet and digital technology came along, marketing changed. It gave companies more accurate data and tools to understand what people like and do. This helped businesses talk to customers in more tailored ways.

Modern customers have easy access to information and choices, and they’re more selective about where they pay attention. They can easily tell if an ad is generic and not meant for them. So, the old way of sending the same message to everyone doesn’t work anymore.

The Essentials of Real-Time Marketing

To execute real-time marketing well, you need some important things:

Up-to-the-Minute Data: Real-time marketing needs the latest data. Companies need to know what their potential customers are doing right now, where they are, and what they’re interested in.

Precise Targeting: It’s not just about having data; it’s about knowing exactly who should see your ads. Figuring out the right audience and showing them personalized stuff is super important.

Working Across Different Devices: With all the phones, tablets, and computers out there, people switch between devices all the time. Businesses need to be able to talk to them on any device they’re using.

Personalization: People today want ads that are just for them. Real-time marketing lets businesses customize their messages based on what a customer likes and does.

Relevance: What you show people in real-time marketing has to match what they want right now. If it doesn’t, they won’t pay attention.

How Real-Time Targeting Helps

Real-time targeting is a big part of real-time marketing. It’s about using data to find possible customers right when they’re starting to look for something to buy. Here’s how it works:

Getting Data: To do real-time targeting, companies need lots of data. This data comes from different places, both online and offline. It includes things like what people have bought recently, what they’ve done online, and even when they’ve visited physical stores.

Using Geofencing: A cool tool in real-time targeting is something called geofencing. It uses technology like GPS, Wi-Fi, and cell phone data to figure out when people visit certain places, like stores.

Putting Data Together: All the data from different places gets put into one system. This makes the data useful for making ads that are just for specific people.

Why Matching Devices Matters

One problem in modern marketing is making sure that ads reach people no matter which device they’re using. With so many gadgets around, people often switch between them. This makes it hard for companies to know how to reach them best.

The old way of matching devices often guessed which one a person was using. But that guesswork wasn’t very accurate, especially since people keep changing their devices. So, it wasn’t a great way to know what customers really like.

Some companies are now using a more certain method. Instead of guessing, they use information that’s sure to be right. Things like email addresses, login data, and credit card purchases help them know which device a person is using. This way, they can be more sure that their ads will reach the right people.

Using Real-Time Targeting for Personalized Ads

Making ads personal is a big deal in real-time marketing. People don’t just like personalization; they expect it. One study showed that a whopping 76% of customers expect companies to understand what they need and like.

Here’s how businesses use real-time data to make personalized ads:

Ads Based on Behaviour: They look at what a customer has been doing lately, like what they’ve searched for or looked at online. Then they make ads that match those interests. For example, if someone recently searched for shoes, they might get a special offer for shoes.

Suggesting Products: Real-time data helps companies suggest products that match what a customer has bought or looked at before. This helps customers find stuff they’re more likely to buy.

Programmatic Advertising: Real-time data is the foundation of something called programmatic advertising. It’s a smart way to show ads to the right people at the right time automatically.

Encouraging Store Visits: If a business has physical stores, they can use geofencing to see when a customer is nearby. Then they can send messages like text or push notifications to encourage the customer to visit their store.

Why Personalization Matters for Customer Relationships

Personalization isn’t just about making ads; it’s about building good relationships with customers. In fact, it’s something customers expect these days. When customers get personalized content that matches their interests, it helps in many ways:

  • Trust: When customers see that a company understands what they like, they trust the company more. Trust is super important for building lasting relationships.
  • Engagement: Personalized stuff gets people more interested. They’re more likely to pay attention to and respond to content that’s made just for them.
  • Buying More: Personalization can make customers more likely to buy things. When they see products they like, they’re more likely to make a purchase.
  • Brand Loyalty: When customers feel a connection with a brand because of personalization, they’re more likely to stick with that brand over time.

In Conclusion

Embracing real-time targeting and personalization is no longer a choice but a necessity in today’s marketing landscape. To supercharge your marketing strategy, leverage the power of real-time data and technology. To learn more and get started on this transformative journey, we encourage you to Contact RMG Advertising and explore the possibilities that await your business in the world of real-time marketing.