Real-time marketing is a buzzword that has been around for some time now, as inspiring real-time campaigns frequently make it into the headlines. One of the more recent examples of successful real-time marketing that made global headlines was Oreo's response to the power cut at the 2013 super bowl final. Just minutes after the lights went out on the pitch, the well-known consumer brand tweeted a pictue of a cooky, which said ‘You can still dunk in the dark’. Also in tourism, real-time marketing campaigns have been carried out successfully. Notorious for their creative campaigns, the Dutch Airline is known for using the real-time capabilities of social media services, as demonstrated in their KLM Surprise campaign. Passengers that checked in at Schiphol airport on Foursquare were tracked down and given personalised presents at the gate.
One thing that all of these real-time campaigns have in common is that they are based exclusively on social media channels, and were mainly aimed at creating PR visibility. However, as eMarketer recently reported, real-time marketing is developing in the perception of marketers more into a tactic that centres around personalising content in response to consumer interactions. In this regard, social media is not the only channel that is used for real-time marketing interaction. While social media is still the number one channel (48%) used by marketing professionals worldwide for real-tim marketing, websites (45%) and email (39%) were close behind. The increasing variety in channels used for real-time marketing is an indicator for how popular the tactic had become in recent times.
REAL-TIME MARKETING IN TOURISM
It is no surprise that research conducted by Evergage found that more than one third of marketers world-wide viewed real-time marketing as 'extremely important' to their organisations. This form of direct, personalised consumer interaction via various digital channels is particularly important for tourism businesses, as it has the potential to increase engagement at all stages of the travel cycle.
Discussioncomments powered by Disqus
More from #DTTT
In October we present:Marketing Oost: Becoming an effective force in regional marketing
Wendy Weijdema is the marketing strategist for MarketingOost, a destination marketing organisation responsible for economic growth in tourism for the province of Overijsse. We are pleased to welcome Wendy Weijdema as a speaker at #DTTTGlobal on 30th November & 1st December in Brussels to share their story on ‘Becoming an effective force in regional marketing’. Ahead of #DTTTGlobal, we […]#Marketing Oost #regional marketing #change #Transformation #destination #digital marketing
In October we present:Understanding the Complexities of Destination Management & Marketing
Luca D’Angelo and Fabio Sacco join us from Dolomiti Paganella and Val Di Sole to talk about their experiences rebuilding their own Trentino based DMOs from the bottom up and the lessons they’ve learned along the way. Both will join us on stage at #DTTTGlobal on 30th November & 1st December in Brussels. We spoke to […]#structure #framework #destination management #dmo #marketing
In September we present:San Francisco Travel: Always Welcome
Dan Rosenbaum is the Director, Global Digital Marketing at San Francisco Travel Association, the San Francisco destination marketing organization. At SF Travel, he oversees all of our content, social media and digital advertising efforts. We are pleased to welcome Dan Rosenbaum as a speaker at #DTTTGlobal on 30th November & 1st December in Brussels to learn […]#san francisco #campaign #content #destination #dmo #marketing #partner
In September we present:The Great Escape – Oslo
We’ve just launched this new campaign for Oslo, which basically consists of one film. Watch the video, and I’ll explain what we were thinking when we came up with the idea. Oslo to the rescue! Kiwi couple get rescued from vacayfail from Visit Oslo on Vimeo. We knew we were going to be doing some […]
In September we present:Amsterdam Marketing: Live Lines
Amsterdam Marketing, the municipality of Amsterdam and Amsterdam Museums worked on the pilot ‘Live Lines’ (Dutch: Rijenradar) providing visitors with an overview of live queue times at 10 museums in Amsterdam Metropolitan Area. We caught up with Marek Kruszel from the Amsterdam Marketing team to learn more about Live Lines in the lead-up to #DTTTGlobal […]#lines #visitor #Amsterdam #data #experience #Live #marketing
In August we present:Colourful Nuuk: Starting out in Destination Marketing
Stine Selmer is a business consultant at the business development organisation Sermersooq Business Council that manages destination development, branding and marketing for Nuuk, the capital of Greenland. The DMO has existed since 2012 and the Colourful Nuuk brand is only a few years old. At #DTTTGlobal, Stine will be taking the stage to present the […]#Nuuk #destination #destination marketing #dmo #Greenland