Report: Only 4 Percent of Marketers Can Respond to Breaking News and Trends in Real-Time

While most real-time marketers believe they should respond news and trends in less than a half hour, some struggle to respond with any real immediacy.

shutterstock_255468403Real-time marketing can be a tricky endeavor, but for those who do it well, there can be very tangible benefits for making use of this tactic, slated as one of the most important marketing trends of the year. A report from Wayin, a provider of social intelligence software, examines the current state of the real-time marketing world.

Wayin surveyed 200 top-level marketers already practicing real-time marketing. The survey respondents were primarily brands, but included marketing agencies and marketing professionals across other industries as well.

According to the report, the most important part of real-time marketing is immediacy. However, the report found making timely responses difficult. Forty-nine percent believe marketing messages must go live within minutes, and 26 percent said it must be live in seconds. But 46 percent of real-time marketing professionals struggle to get a message out in less than 30 minutes and only four percent of survey respondents managed to respond within one minute.


Forty percent of survey respondents were not actively responding to trends and news on social media. Most marketers don’t use specialized social tools for executing social campaigns and most social campaigns aren’t integrated into wider marketing strategies. All this leads to limited timely content.

Still, many marketers are increasing their budgets for real-time, perhaps to combat the lag. Fifty-nine percent plan to increase their budgets, and 66 percent will be increasing their social media spending specifically. Forty seven percent report that their efforts to market are stifled by a limited budget or resources.

Real-time marketing seems to be a very solid investment for companies, as 98 percent of companies report a positive impact on revenue. However, less than half of the survey respondents reported a 50 percent return for every dollar invested in real-time marketing.


Revenue isn’t the only positive impact for businesses. Many companies are engaged in real-time marketing in pursuit of a number of goals. Fifty-six percent use it to form customer relationships, 55 percent use it to promote events, 51 percent use it to promote existing content, and 49 percent increase their reach and social media engagement.

For more insight into how marketers feel about response times, or to see what kind of return on investment marketers are getting for their efforts, download the 2015 real-time marketing report from Wayin.

Image courtesy of Shutterstock.

Publish date: June 8, 2015 © 2020 Adweek, LLC. - All Rights Reserved and NOT FOR REPRINT