Updated: Oct 28
The two most important trends not only for marketers and PR pros but for salespeople
and customer services types alike is to understand the importance of real-time and the
rise of mobile.
Real-time means that news breaks over minutes, not days. It means that ideas percolate,
and then suddenly and unpredictably go viral to a global audience. It's when companies
develop (or refine) products or services instantly, based on feedback from customers or
events in the marketplace. And it's when businesses see an opportunity and are the first
to act upon it. However, too many companies leave themselves fatally exposed by flying
blind through this new media environment.
Real-time engagement is about reacting instantly to what's happening in the market,
following up on opportunities in seconds, and inserting your company into stories being
reported by mainstream media. Those skilled at long-term campaign creation frequently
lack the necessary skills of instant engagement. So an understanding of real-time media
While marketing is the provision of content to many potential customers, sales and
service are now about the provision of content to buyers one at a time based on
You can engage desktop-computer users when they're at their desks. Sometimes you can engage notebook users at Starbucks. But only when users go mobile can you engage all of the people in real-time all of time. That's why mobile devices are the fastest-growing and most fascinating field in real-time market engagement. We need to
understand the ramifications of people being constantly plugged in and looking for
information while on the go.
Slowly over nearly a decade, the importance of these ideas has caught on with marketers and public relations people. Today, tens of thousands of organizations around the world have teams who are creating content to publish on their websites, writing blogs, and creating online videos, as well as engaging in social networks like Facebook, LinkedIn, and Twitter. And many are operating in a true real-time fashion and understand mobile. In just a few short years we've gone from skepticism to deployment by many companies, nonprofits, and other outfits.
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