Bob Garfield

Brian Wong on the new definition of real-time marketing

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Connecting with consumers at the right moment is critical, but your strategy may be missing a key element. This is it.

Real-time needs addressing

Does your marketing strategy center around addressing a consumer's needs, or on clicks and impressions? If you're more concerned with simply getting the "blueprint" of real-time marketing right, you may end up spinning your wheels. Marketers know that communicating with people in real time is key, and consumers have come to expect it. Thanks in large part to social media, the standards for brand communication are much higher, the world moves much more quickly, and we're a lot more social than ever before. However, many marketers are obsessed with communicating to consumers with only some kind of vague marketing message when consumers reach out, not filling a meaningful desire that the consumer might have.

Addressing real-time needs is a concept centered on not just marketing in real time, but fulfilling consumers' needs at the moment they desire something. This can be done in a variety of ways, but the most impactful one is on mobile. People launch apps based on a need they're trying to fill. Whether it be to find a restaurant, to be entertained, or to coordinate transportation, most every app in the market is built around fulfilling a specific need for a user. Marketers need to craft strategies that can slip in at the right moment -- when their target audience needs something -- and sell a product that will make life easier.

Brian Wong is the founder and CEO of Kiip, a mobile app integration that allows brands to offer rewards to consumers for virtual accomplishments. He speaks to iMedia's David Zaleski about the genesis of Kiip, and why finding ways to use tactics to fill needs is a powerful way to boost awareness and engagement for brands.