Real-time marketing needs to go beyond social media
Social media can help B2B brands get more attention. These channels can jumpstart B2B marketing efforts because networks like Twitter allow companies to achieve the largest reach with the smallest investment, The Wall Street Journal reported. In particular, Twitter can help firms reach a specific audience through the use of relevant hashtags.
For example, if your company is participating in an industry conference, the weeks leading up to it are a great time to take to social media. This can lead to higher engagement during the event.
Although real-time marketing used to be a concept exclusive to social media, the shift in available tactics has changed this, according to data from eMarketer. Personalizing content was found to be the most important feature of real-time marketing, and increased customer engagement was viewed as one of the top benefits. Although social media was still considered the top choice for instant communication, other online marketing channels were seen as effective. Company websites and email rounded out the top three tactics.
Social media allows marketers to join conversations with their target audience without bombarding this group with promotional messages, The WSJ stated.