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Real-Time Marketing: Done Well, It's Engaging, But Done Wrong... - Page 2

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Analytics: The Secret Weapon

While social media, email, real-time search and other forms of engagement are a key part of the real-time process, it’s with analytics that this marketing format shines.

As Emarketer says, “Marketers must walk before they run; as tempting as it is to explore real-time engagement, they need to have a solid social analytics infrastructure in place first," and there are a variety products out there to help with this task.

Webtrends recently released Webtrends Webstreams, a real-time analytics tool that monitors as little or as much data as a company needs. For example, with Webstream's Traffic Sources Stream, data that is collected for a stream is based around campaign traffic. Data can be broken down into ages, gender and other defining categories and sources that are reported including phrases that have been searched and the search engine used.

Pagelever has PageLever now, a tool that can be used to manage and monitor a variety of information in real-time and lapsed time, as marketers can receive data that has just been collected or as far back as 48 hours ago. And  Google has its own real-time analytics tool: Google Analytics Real-time, which is a charting tool that presents data and activity as it happens.

Analytics in a real-time capacity prove to be an essential part of digital marketing because by seeing trends as they happen a marketer can respond immediately and alter campaigns to fit consumer demand.

Without Real-Time Marketing

Many companies may feel that their digital marketing approach is successful, as they may have a lot of followers, fans and have had positive feedback, but as real-time marketing begins to make an impact they will have to adapt or be left behind.

RTM [or real time marketing] should no longer be regarded as “icing on the cake” for modern marketing plans, but rather an integral ingredient for lean-forward communication with impact,” says a report from Golin Harris.

Overall, real-time marketing gives both smaller and enterprise businesses the chance to improve engagement, as those who respond more quickly to analytics data will show customers they are readily available to address their issues.

Real-time marketing provides demonstrable value for companies that apply it. No matter your brand or product category, RTM helps reach customers at the right place, at the right time, with the right message,” says Golin Harris “ In so doing, marketers can create meaningful connections that help move consumers closer to purchase.”

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