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What is Real-Time Marketing

Chapter 13
Cases on Digital Strategies and Management Issues in Modern Organizations
A type of marketing conducted instantly to present a suitable strategy to a target customer at a particular time and place.
Published in Chapter:
The Effects of Real-Time Content Marketing on Consumer Emotions and Behaviors: An Analysis on COVID-19 Pandemic Period
Hayat Ayar Senturk (Yildiz Technical University, Turkey), Ece Ozer Cizer (Yildiz Technical University, Turkey), and Tugce Sezer (Yildiz Technical University, Turkey)
Copyright: © 2022 |Pages: 30
DOI: 10.4018/978-1-7998-1630-0.ch013
Abstract
This study, carried out during the COVID-19 pandemic in Turkey, aimed to provide suggestions for creating a successful real-time content marketing strategy. For this purpose, data were collected from 319 participants using the online questionnaire technique. Outcomes of the analysis indicate that while positive perception toward real-time content marketing campaigns can lead to positive emotions, negative perception toward real-time content marketing campaigns can lead to negative emotions. It was also found as an important result that both positive and negative emotions affect negative consumer behavior during the pandemic period. In addition, negative emotions as a mediator variable strengthen negative consumer behavior. As a result, it can be said that real content marketing campaigns also have negative consequences on consumer behavior during pandemics. Consequently, marketing authorities should continue their real-time content marketing activities with this result in mind.
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More Results
Chapter 13
New Event Trends as a Tool of Digital Marketing Communication
A type of marketing that happens instantly to a specific customer at a specific time and place.
Published in Chapter: New Event Trends as a Tool of Digital Marketing Communication; From: Impact of ICTs on Event Management and Marketing
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Chapter 11
Digital Marketing in the Globalization Process: Examples From Real-Time Marketing
It is defined as establishing relationships with the target audience and developing strategies in this context to realize the next thing that will attract the attention of consumers as a result of knowing the levels of interest of the consumers.
Published in Chapter: Digital Marketing in the Globalization Process: Examples From Real-Time Marketing; From: Handbook of Research on Institutional, Economic, and Social Impacts of Globalization and Liberalization
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Chapter 12
Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey
Real-time marketing is an important digital marketing communication strategy that enables brand and consumer to make an active meeting through social media. RTM is the ability to engage with brand's customers or fans instantly based on real-time information - like their actions and behavior, changes to brands own data or external news or events.
Published in Chapter: Real-Time Marketing as a New Marketing Approach in the Digital Age: A Study on the Brands' Social Media Sharing in Turkey; From: New Media and Visual Communication in Social Networks
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Chapter 24
An Analysis of Netflix España Campaigns: Paquita Salas Case Study
The creation of content that is used to promote a product or to reinforce the brand positioning by making allusion to real events or issues of different nature happening in a current context.
Published in Chapter: An Analysis of Netflix España Campaigns: Paquita Salas Case Study; From: Handbook of Research on Transmedia Storytelling, Audience Engagement, and Business Strategies
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