Real-Time Marketing - A New Marketing Strategy

A Comparative Study of the Control Portugal Brand

Abstract

With the beginning of new technologies and the digital era, a new consumer appears called prosumer. That raises new challenges, because now the marketeers deal with a more informed, particular and connected audience, making them not only content consumers, but also, participants in the content production. To answer this challenge, several digital marketing strategies emerge with the main goal of adding value to traditional communication through the concepts of interactivity and immediacy. It’s in this context that Real-Time Marketing (RTM) emerge, as a tactic of immediate content production in response to current communication opportunities. The point of RTM is to strengthen the bond between brand, consumer and potential consumers and build customer loyalty through creative, personalized and dynamic publications. This article aims to demonstrate the effects and benefits of RTM by using in a primary phase a general analysis of the “Control Portugal” brand communication on Facebook, in the year 2019. For a second phase, it’s planned a specific analysis to the evaluation metrics of all Facebook posts (number of likes, comments and shares). The main conclusions of this article it’s the demonstration that RTM is beneficial for brands because provides them identity characteristics of connected, informed and interactive brands. Finally, RTM also produces the desired word-of-mouth and high levels of engagement.