Özet:

We see that brands adapting to rapidly changing consumer behavior, along with the digital age, have achieved their marketing goals effectively. Brands that adapt to instant communication can build strong ties with their consumers and separate from their competitors. Real-time marketing, an effective way to targeted consumer response with a lower budget compared to traditional marketing activities, is an instantly consumer agenda marketing strategy where brands also share. Participating in the consumer agenda requires both creativity and creates a natural source of creativity. This increases consumers’ sense of proximity to the brand with a natural sample. This study aims to contribute to the conceptual integrity of real-time marketing with its academic and industrial dimensions. For this purpose, the qualitative research methods have been identified by the semi-structured conversation technique and the definition, characteristics and measurement assessments of the industry professionals in real-time marketing, as well as the examples of content strategies have been included in the examples of practices. According to the study findings, the most important features in real-time marketing must be strategically speed, creativity, the right content in the right time, diversity, subject suitability, surprise, humor and meaningfulness. The criteria to be taken into consideration when measuring the impact of real-time marketing are social media interaction (interaction, likes, sharing, comment), brand awareness and contribution to the likes, popularity in time and the online spread effect it creates.

Anahtar Kelimeler:

Özet:

With the digital age, we see brands that adapt to fast-changing consumer behavior effectively achieve their marketing goals. Brands that are adapted to instant communication can form strong bonds with their consumers and differentiate from their competitors. Real-time marketing, which is an effective way to achieve targeted consumer response with a lower budget than traditional marketing activities, is a marketing strategy in which brands are instantly on the consumers ‘ agenda. Being involved in the consumer agenda requires both creativity and creates a natural source of creativity. In this way, consumers ‘ sense of closeness to the brand increases with a natural pattern. Within the scope of this study, it is aimed to contribute to the conceptual integrity of real-time marketing with its academic and sectoral dimensions. For this purpose, qualitative research methods, semi-structured interview technique industry professionals with real-time marketing related to the definition, features and reviews on the strategies identified in the metering sample also content a detailed study of the applications are given. According to the study findings, the most important features to be found in real-time marketing should be strategically speed, creativity, the right content at the right time, diversity, relevance to the subject, divergence, humor and meaningfulness. The criteria to be considered in measuring the impact of real-time marketing are social media interaction (access, likes, sharing, comments), brand awareness and contribution to taste, popularity in unit time and the impact of online spread it creates.