As a CMO, you are always trying to follow trends in the marketplace and making use of new technologies and tools to drive up your marketing results. As a graduate student in the Integrated Marketing Communications (IMC) program at Medill, Northwestern University, I keep digging into the cutting-edge field of digital, social and mobile marketing and have found 2 articles that may be insightful to you.
Anne-Marie Kline played with the concepts of real-time marketing and right time marketing in her article “Failed at real-time marketing? Try right-time instead”, but what she meant by “right time marketing” is to provide right content at the right time to right customers, which is making good use of real-time marketing. Her insights about real-time marketing can be concluded into 5 parts: people don’t share ads, events can make temporary great content, data prevent waste, content can come from everywhere and the entire web is social.
- Create Relevant Content - Make sure your content is really relevant to customers so you can better trigger their interest.
- Use data wisely – Leveraging data can help to personalize the content you would like to send out to your prospects and optimize timing.
- Deliver consistent content - Keep your content consistent to your market strategy and your brand image, otherwise your target market might be confused.