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 May we present:Meet…Heili Klandorf-Järvsoo from Estonia Tourist Board
Heili Klandorf-Järvsoo is the Head of Tourism Marketing at Visit Estonia, and she will be joining us at #DTTTCampus alongside a panel of other DMOs to share insights on the in’s and out’s of Visit Estonia’s ‘Storytellers Nest’.
In May we present:Meet…Kevin Wright from Travel Oregon
In a world of always-on content, information overload and the ever-changing digital consumer, how do you stand out from the competition and most importantly, reach your audience? Kevin Wright, Vice President of Global Marketing for Travel Oregon will be joining us at #DTTTCampus in June to talk about Reflecting on the Role of Content to […]
In May we present:Meet…Gloria Loree from Destination Canada
We caught up with Gloria from Destination Canada ahead of #DTTTCampus to get a sneak peek into what we can expect from her talk on Designing Signature Experiences to Build Brand and Narrative.#brand experiences #destination canada #brand narrative #brand stories
In May we present:Meet…Daniel Bury VR Filmmaker
Daniel Bury is one of the youngest & most up and coming creators in the world of VR film-making, travelling the world to create immersive experiences through unique 360 and VR storytelling.#VR experiences #virtual reality experiences #daniel bury #filmmaker #dtttcampus #virtual reality #Vr
In May we present:5 Reasons Why to Visit #DTTTCampus 2019
In short, #DTTTCampus is a full exploration into the destination experience, with valuable insights on navigating the digital landscape and the ever-changing consumer behaviour of travellers today.#dttt campus #keynote speakers #workshops #destination experience #oslo #destination marketing #Visit Oslo
In May we present:Meet…Paul Kubalek – Digital Media Manager at Saalbach Hinterglemm
Paul will be joining us at #DTTTCampus alongside a panel of other DMOs to talk about working with influencers, the story behind the ‘Storybase’ campaign and the kind of results they’ve seen since this campaign began.#influencer experiences #storybase #influencer marketing #influencer