How Real Time Marketing Fosters A Growth Mentality

Learn about real-time marketing, its importance within marketing teams, and how it creates a growth-oriented atmosphere.

 
 

The objective of marketing is to enhance your company’s relationship with its customers, both current and potential customers in your target market.

However, marketing campaigns have always been one-sided. You put your billboard, poster, or another ad out into the world based on what you believe your audience will respond to, and then you wait and hope that your efforts result in sales or conversions.

The age of hope and waiting is drawing to a close. You don’t have to shout into the void and hope for the best anymore. Instead, you may utilize real-time marketing to transform your marketing campaigns into two-way dialogues.

Consumer responses to marketing activities may now be monitored using modern technology, and campaigns and assets can be adjusted depending on those responses. What’s even better? For marketing teams and organizations as a whole, this process of sharing, observing and adjusting leads to tremendous development.

What is real-time marketing, exactly?

Real-time marketing is the act of continuously monitoring and adjusting customer responses to marketing messaging and resources (such as blogs, web pages, and social advertisements). Real-time marketing refers to the ability to make adjustments in real-time based on how your customers or users interact with your marketing efforts.

Why haven’t most firms implemented real-time marketing?

Despite the fact that real-time marketing has been present since the 1990s, many firms have failed to implement it. The following are the three primary causes behind this:

Marketing choices frequently require permission from numerous stakeholders, and even the adoption of real-time marketing as an overall process requires stakeholder consent.

Businesses either don’t have the tools to observe real-time data or don’t have the capabilities to make real-time adjustments.

People are put off by the concept of real-time marketing, which is primarily owing to a misunderstanding of how it works.

When it comes to everything but marketing, real-time has become the preferred method of operation. Almost every time we get in a car, we need real-time traffic data. Business partners from various cities and time zones use real-time video conferencing as a common meeting place.

However, according to a survey performed by the CMO Council, just 7% of marketers can “deliver real-time, data-driven interactions across physical and digital [marketing] touchpoints, and only 5% claim they can evaluate the bottom-line effect of these engagements.” Real-time marketing is used by less than one out of every ten marketers. And it’s past time for that to change.

How does real-time marketing help you grow?

Real-time marketing creates an adaptable atmosphere in which your team’s talents and technological abilities may thrive.

As a result, there is growth. It’s not something you accomplish; it’s something you do. Real-time marketing divides large-scale expansion into digestible chunks, allowing you to conquer each one separately. And when they’re all put together, they form a lovely symphony.

Allows for gradual improvements.

You make tiny adjustments, updates, and improvements on a frequent basis when you perform real-time marketing. Rather than setting and forgetting your assets, you constantly maintain and tweak them.

Many people associate marketing efforts with entire website redesigns or large-scale campaigns that take a long time to execute. When these same folks think about “real-time marketing,” they imagine cramming all of the labor that goes into major overhauls into a fraction of the time. Because of this misunderstanding, many marketers are scared of or overwhelmed by the idea of real-time marketing.

However, real-time marketing isn’t about cramming six months’ worth of effort into a single day; it’s about supporting your main campaign objectives with modest, manageable measures you can perform every day. Real-time marketing allows teams to consider development from a variety of perspectives. Teams learn to search for modest adjustments, such as moving a call-to-action box or modifying wording, rather than entirely redesigning picture layouts or adding entire pages.

“Real-time marketing allows teams to consider development from a variety of perspectives. Teams learn to search for modest adjustments, such as moving a call-to-action box or modifying wording, rather than entirely redesigning picture layouts or adding full pages.”

Take, for example, your website. One of the first things you construct when starting a business is a website. And it’s crucial to you because it’s how you portray yourself to the rest of the world. However, after that site is published, many individuals forget about it or, at the absolute least, do not continue to maintain it. Once a year, updates become a difficult task.

Teams may approach growth in a more holistic way with real-time marketing. Overlay opacity was a recent incremental tweak that we tried out here at Webflow. We reasoned that the backdrop behind one of our CTA boxes was too distracting, resulting in lower conversion rates.

We removed the background noise for a small sample of viewers and then tracked responses to this little change for many days. This tiny modification yielded statistically significant results — as well as practical suggestions for small aesthetic improvements that might be made to improve the user experience.

Improves agility

While large corporations may not be able to react as rapidly as a startup, real-time marketing allows businesses of all sizes to enhance their agility.

Real-time marketing analytics may be used by small firms and startups to make changes and do A/B testing on a regular basis. Assume you run an e-commerce apparel store and are attempting to determine the value and efficacy of product videos on your website and social media channels. You might use a real-time marketing approach to show four distinct video cuts to a quarter of your visitors, and track responses in real-time to discover which format is the most effective.

Midsize businesses may wish to try out new concepts in smaller groups. We generally test marketing activities with only 10% of our user base at a time at Webflow. We also utilize timeboxing to keep track of how long our trials last. Controlling launches in this manner allows your team to present more innovative ideas and makes stakeholder approval simpler.

To decrease risk while testing marketing campaigns, large organizations with numerous stakeholders can utilize the same control procedures as smaller companies (% of rollout and timeboxing). Marketing teams at organizations with numerous stakeholders that can’t move as rapidly might test out initiatives on corporate microsites or lower-traffic URLs.

Real-time marketing enables organizations to react rapidly to current events or unforeseen difficulties, as well as allowing teams to pivot more quickly and test out more innovative concepts. It allows you to post half-baked ideas since you may continue to improve them after they’ve been published.

When COVID was introduced, for example, the Webflow team realized that we might help a lot of businesses who were having trouble with digital representation. As a result, we gave Webflow out for free for three months. Because we knew we could make modifications as required, we developed a campaign around it and released it in a couple of days. To begin with, the campaign was ‘good enough,’ but not flawless, and we were well aware of this. Based on user interactions, we discovered what parts were lacking after the site was released.

We included a link to our Webflow Experts program, which allowed business owners with less technical knowledge to contact with Webflow experts for support. When faced with a pandemic — or any number of real-life scenarios in which you want and need to be there for your consumers — the ability to learn and adapt on the go is critical.

Begin with real-time marketing.

Real-time analytics and a strategy that allows you to react depending on those data are required to get started with real-time marketing.

Analyze data in real-time.

These two analytics tools can help you figure out exactly what’s going on in your customer’s journey, from the initial encounter through retention. These software solutions will allow you to track reactions to your marketing campaigns in real-time.

  1. Google Analytics

Google Analytics provides a basic understanding of how visitors interact with your website, including where traffic originates, which pages generate the most visits, and much more. Consider this your starting point for real-time marketing. Because Google Analytics is free, it can be used by businesses of all sizes to track interaction.

Connect Google Analytics to your project if you developed a website using Webflow by heading to your project settings and clicking on “Integrations.” You’ll find a direct link as well as step-by-step instructions for connecting your Webflow project to Google Analytics there.

  1. Ahrefs

Ahrefs is a great tool for tracking keywords and backlinks. If search engine optimization (SEO) is a part of your marketing strategy, Ahrefs can help you find keyword opportunities, assess your domain authority, and see what your rivals are up to. This information guide is a fantastic place to start if you’ve never used Ahrefs before.

We’ve used a variety of additional technologies to track and guide how we change our marketing strategies on the fly. Amplitude, Tableau, Pendo, and others are among them, but the goal is to identify tools that provide micro-level behavioral insights in real-time. To put it another way, acquire yourself a set of tools that not only tell you how much traffic you’re getting but also tell you exactly what people are doing on your website (or in your product), so you can evaluate their activities and adapt your experience appropriately.

Adapt your marketing strategy depending on your results.

You may start testing minor modifications and measuring user response to those initiatives once you’ve set up technologies like Google Analytics, Amplitude, or Ahrefs. The following is the procedure that real-time marketers use to alter marketing initiatives:

Recognize your starting point. Ascertain that you have a solid knowledge of your measurements. If you’re doing an SEO campaign, for example, you should track pageviews, organic traffic, and conversions on your blog. Determine which of your blogs receives the most organic traffic and which are underperforming.

Make an educated guess. Form a hypothesis based on your results from step 1 on why certain assets perform better than others. Let’s assume you discover that your top-converting blogs have CTA buttons that are a brighter color, making them more apparent than your lower-converting sites, using the same SEO campaign scenario. You could believe that visually appealing CTA boxes would result in higher conversions across all of your content.

Put your theory to the test. A real-time SEO marketing team would choose one to three failing blogs and change their CTA box to be brighter and more easily accessible upon scrolling, based on the premise above.

Make an educated decision. In real-time, check your analytics to discover whether your theory was right. You can conclude that your hypothesis was correct if these new CTA boxes have a favorable influence on conversions. If this is the case, you may start the procedure over and test a fresh hypothesis.

The benefit of real-time marketing is that you can always go back to what you had previously or just cease testing if something doesn’t work. So, don’t be scared to make mistakes. Experiment with fresh ideas. Keep an open mind.

Always strive to improve.

Real-time marketing allows teams to be more innovative, push limits, and find new methods to develop. A/B testing isn’t the only source of growth. When a particular asset is working very well, you may additionally leverage real-time data to increase your effectiveness.

Let’s say you have a viral blog article that lands you at the top of the search results for a high-volume keyword. You can see that this article, which ends with a link to another similar piece, is generating a lot of organic traffic. Instead, you could link to a trial page or add a demo registration form to take advantage of the new organic traffic.

Businesses may constantly be optimizing with real-time marketing. It’s also a no-brainer for companies that feel it’s better to not have tried than to attempt and fail.

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