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Laying a Data-Driven Foundation for Real-Time

In: Trendology

Author

Listed:
  • Chris Kerns

Abstract

WE’VE LOOKED AT THE DATA AROUND real-time, and keep seeing that brands acting in the moment are enjoying a huge response from the audience. Real-time marketing efforts, as we’ve measured on Twitter, receive a great response from followers across multiple success metrics. This stuff isn’t only an interesting way for a brand to stand out and become more human, more fun, more interesting—it actually works to promote higher levels of engagement and social sharing with the fan base. We don’t need to rely just on the opinions of marketers to hear their thoughts on RTM—if it’s silly or important or ridiculous— now that we’ve got data that shows its effectiveness.

Suggested Citation

  • Chris Kerns, 2014. "Laying a Data-Driven Foundation for Real-Time," Palgrave Macmillan Books, in: Trendology, chapter 0, pages 147-166, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-47956-3_6
    DOI: 10.1057/9781137479563_6
    as

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