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Real-time advertising is the strategy of executing an actionable plan at the point of time when a popular activity or event happening on a particular channel is trending and already in the minds of your customers. Inserting your brand into this conversation that’s brewing hot increases the probability of users noticing and engaging with your brand. Take Oreo’s drunk in the dark post as an example. During Super Bowl XLVII, the real-time online marketing strategies executed by Oreo generated more than 10,000 retweets. As long as your brand maintains a real time conversation like this with users, you have a chance of executing a real-time advertising strategy that will produce astoundingly high returns.
Email remains an effective method for nurturing leads. While blast emails are a good start to a campaign, drip emails cultivate long-term relationships by delivering the right content at the right time to the right people. Drip email campaigns not only automate the process of sending emails, sparing you the manual work of scheduling, they also allow you to send emails tailored to people at different stages of the Buyer's Journey. This ensures that each lead gets the information that is most relevant to them, making the lead nurturing process more effective. And the best part, you can set it and forget it.
If you were to drive 200 clicks to your product offer that cost consumers $200, you’d be lucky to get one sale. If those clicks cost you $1 each, you would actually need one sale to break even. On the other hand, if you offered a tripwire in the form of a scaled down product or some other incredible deal, and you offered that for say $7, you would likely get more like a 5% conversion.
It is important for a firm to reach out to consumers and create a two-way communication model, as digital marketing allows consumers to give back feed back to the firm on a community based site or straight directly to the firm via email. Firms should seek this long term communication relationship by using multiple forms of channels and using promotional strategies related to their target consumer as well as word-of mouth marketing.
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