Real-time marketing: the power and impact it has on advertising

Research by Ierax Analytix for Vitamin Media

“Research is creating new knowledge” – Neil Armstrong
You don’t need to be an astronaut to seek in-depth knowledge and conduct thorough research to shed light on your own inquiries and questions. After all, the world of digital marketing is vast like another universe and complex like a labyrinth, where theory and application are judged on a case-by-case basis.

Always carefully examining the trends in digital marketing, we focused our attention this time on real-time marketing, the power and impact it has on advertising. Thus, in collaboration with Ierax Analytix – which we chose for its prestige and effectiveness – we conducted an online survey during October – November 2020, in which 940 men and women participated nationwide.

The results captured our interest in a multi-layered way, confirming that real-time marketing actions certainly resonate with the general public, as they incorporate current events into their character, while having a significant impact on advertising, since a large percentage of the audience recognizes and seeks them out.

Let’s refer to the statistical results that the research led us to:

Initially, it seems that the power of marketing today is recognized by the public, as 87% responded positively. In fact, among younger age groups (<33), this percentage reaches 92%.

The opinion of the public that the connection of current events in advertising is very or quite important is also high (83%), with these percentages reaching 88% in the 23-26 age group, while 91% in the 27-33 age group. However, regarding real-time marketing, the percentage of those who react or comment on such actions is quite balanced. (47% yes and 53% no)

Another aspect that concerned us is the topic of these actions. Regarding the themes, those that capture the public’s interest are: 69% social, 63% entertainment, 40% artistic, 17% political, 3% other.

But what about the creator, the brand behind the promotional actions through real-time marketing? 57% remember the actions, as well as the production company behind them, while 33% remember them without noticing the company behind them.

Finally, among the public, 49% recognize the term “real-time marketing” when it comes to actions that use current events to go viral.

At Vitamin Media, real-time actions keep us alert, inspire us, and captivate us. That’s why we seek them out, target them, and implement them for ourselves and our partners. By conducting a more thorough research, in collaboration with Ierax Analytix, we obtained valuable data that enhances our interest in real-time marketing, confirms it, and shows that the audience is activated by seeing moments of current events in advertising.

To promote your own business using real-time marketing in your digital strategy, contact us:

Vitamin Media | Digital first 360 services
hello@vitaminmedia.gr
+302315111555