How Effectively Are You Targeting Your Consumers?

Behind The Glory of Real-Time Marketing

For years, advertisers have researched ways to not only target a certain audience, but reach a particular customer at a particular time and place. Real-time marketing (RTM) provides consumers the most appropriate offer for the given customer sales opportunity based on their interaction through website clicks or verbal contact. Sounds great, doesn't it? Why wouldn't consumers want to receive offers or view ads for the brands they were clearly already interested in?

The problem with this type of marketing lies a bit deeper. Instead of brands wanting to connect with people, this approach forces brands to publish at them. In the primary years of social media website's popularity, they once provided an online community for consumers to interact with each other. Communication and brand recommendations were significantly more sincere than what they have become today. Since advertisers are now more focused on gaining likes and shares without a comprehensive business strategy, the idea of engaging with consumers is progressively diminishing. 

RTM is appealing to so many advertisers because of its timeliness and relevancy to consumers. However, this is only beneficial and effective if used in relation to connecting and interacting with your audience.