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.
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