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Real Time Marketing - what is popular RTM all about?

Katarzyna Chomąt
11/12/2023 | 4 min read
Real Time Marketing - what is popular RTM all about?

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    Spontaneous marketing actions are increasingly being used by various companies. Such actions usually rely on current events in the country or in the world and allow them to stand out in the market. Of course, such actions can have the opposite effect of what was intended, which is why even with spontaneous actions, prior preparation is paradoxically important.


    What is Real Time Marketing?


    Real Time Marketing is a strategy of conducting marketing activities in real time and in reference to current events. Usually, social media is the place where such activities are conducted due to the possibility of quickly sharing messages. It also happens that brands use RTM in newsletters or Google Ads campaigns. What is most important in RTM actions? Definitely monitoring the news and response time, because publishing a message after several hours may not be as interesting to Internet users as it was at the beginning.



    Why is it worth using RTM?


    RTM can make your brand known in just one day. A well-executed action can increase brand reach, enhance its recognition, and even generate higher sales profits. It is also an opportunity to build closer relationships with existing users. Moreover, a creative approach to the chosen topic allows you to go beyond the norm and show a different side. However, it is important for the created content to be consistent with the brand's values, so that the action does not give the impression of artificiality.


    It is also worth emphasizing that RTM actions are not associated with large expenses. Brands that skillfully create messages that are like winks to the recipients receive many reactions on social media. Putting a smile on people's faces is what activates Internet users to engage in a dialogue with the brand or share its messages. According to the Smart Insight report, 76% of respondents believe that real-time marketing has increased audience engagement.


    How to create effective Real Time Marketing?


    Can an action within this type of marketing be planned? If you want to release a message related to an event that will definitely happen, there is nothing stopping you from preparing a creation and then modifying it depending on the situation. Let's illustrate this with an example: a football match is going to take place and, of course, in most cases, we cannot predict the outcome, but the company can already think about creating an appropriate creation before the match. The situation is different in the case of unplanned events. Then reflexes and Internet monitoring come in handy.



    Wondering how to approach Real Time Marketing? Start with Internet monitoring to find an event that can help promote your company. Of course, do not create a message just for the sake of it, because recipients will sense that you are trying to artificially increase your reach.



    In this type of action, response time is also important. Therefore, as soon as you find information that has spread worldwide, evokes emotions, is often commented on, and is simply being talked about, use it as quickly as possible for the advertising purposes of your brand.



    Real Time Marketing allows you to demonstrate creativity, as well as a sense of humor and self-distance. Remember that your message must be original to generate interest, even when the topic is picked up by several other companies.



    When creating a creation, remember the target group. A good RTM will refer to the current communication strategy of your company, as well as bring a smile to the faces of recipients and encourage them to share the message. To reach a larger audience on social media, use hashtags (you can also come up with a special hashtag that you create as part of the action).




    Real Time Marketing can bring many benefits to a company, but if not conducted skillfully, it can have a negative impact on its reception. As you have probably noticed, even a spontaneous action should be preceded by consideration of whether it is really worth publishing a particular post and whether it is consistent with the brand's values. You can also observe how other businesses do it, not necessarily from your industry. Undoubtedly, Ikea creates great real-time marketing by combining products and their names with current events.


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