Making Real Time The Right Time
This paper looks at the importance of both real time and right time marketing - connecting with consumers in the moments that matter, and how research provides the opportunity for better creative and innovation.
With its ability to deliver content and drive engagement around unfolding events, real time marketing offers seemingly endless creative possibilities along with the intoxicating lure of immediate results. But we believe the focus on real time may be in danger of missing the point.
The primary objective of brands should be to reach people at the right time, in the moments that really matter: the right content at the right point on the purchase journey. Real time marketing can play an important role but should be seen as a tactic, not the tactic to deliver relevant content to people at the moments of greatest need and influence.
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