Instant access has always been one of the most powerful and alluring aspects of the Internet. Some companies have begun to deliver updated information so effectively that it can be deemed “real-time.” An article by Brian Morrissey of Adweek entitled Branding Goes Real Time offers some interesting insights into modern information exchange.
The capacity for constant communication flow has created challenges for advertisers—the key challenge being the need to create messages on the fly and in anticipation of change. Successful advertisers must consider all angles they want to test for their various campaigns during the planning phase. Variations can then be made in “real time” as needed.
Having a variety of easy-to-access templates and ideas can ensure quick responses to market changes or individual consumer preferences. Today, more than ever, a strong brand isn’t just consistent but responsive.
Conversely, customers also expect “real time” outlets to respond to issues. Having the means aids both companies and customers, creating a higher service standard. Companies are reducing bureaucratic “red tape” and establishing open communication lines such as Twitter and live chats to keep “real time” information flowing from both ends.
Lisa Bradner, a senior analyst at Forrester Research, summarizes: “There’s the opportunity to enhance your brand relevance in real time and respond to problems before they’re intractable.” The power of the brand can be protected and renewed on a constant basis through the use of real time advertising and information flow.
Read the full article here.
Posted by multiad 
