Right-time marketing

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         Right-time marketing is an approach to marketing which selects an appropriate time and place for the delivery of a marketing message.

As the number of vendors and delivery channels has increased, customers demand a right time and place for accepting messages and only pay attention to messages when and how it is convenient for them. These tools generally fall into "reactive" or push offers (e.g., someone searches "pizza" and receives an offer from a local restaurant) and new "predictive" models where a Intelligent Personal Assistant understands past preferences and delivers related products or services.


Real-time bidding (RTB) also follows a similar principle. RTB has begun to transform online marketing and advertising in a similar manner to right-time marketing. While right-time marketing focuses on putting content out in a timely manner, RTB makes sure this is able to happen. With RTB consumers are able to directly respond and indirectly create marketing campaigns. RTB, put in simple terms, is the idea that when a person logs onto the internet, information is gathered about that person and then messages are adapted to conform to that user. This is why when you go on Google and search for Nike shoes, advertising for a Nike shoe may appear in the users browser later on. According to Aram Sinnerich, in a report titled The Revolution Will Be Targeted there was a disruption in the online marketing system. "The first major disruption to this system was search-engine marketing (SEM), which introduced not only a new kind of inventory but also a new paradigm for marketing altogether: Advertisers could use a publisher-specific platform to bid against one another for the right to place contextual ads" (Sinnerich 5).This is the type of marketing that we see all around us all the time and will continue to develop so that it takes over our whole lives.

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