The vertiginous speed in which data, information and opinions are generated through social networks, with Facebook and Twitter at the top, has generated impacts in different areas, but one of the most pleasantly favored is marketing which sees how it receives raw material constantly to process and achieve the creation of an efficient and profitable product.
But the large volume of raw material in the form of information and data processing provided with a constant speed and update, causes that the search engines and advertisers are overcome in the processing of them and work at forced marches to position their products to the same speed.
Marketing professionals are obliged to incorporate this phenomenon as an ingredient in advertising campaigns, because if they do not do so, they will be outdated and lose their effect. An example of this is the change in the way of advertising in online newspapers and is called auction in real time or real time bidding in English. This technology allows advertisers to instantly purchase advertising space to show readers relevant ads to their browsing habits, thus reaching their true target audience.
The immediacy is also causing changes in the search engines and as a direct consequence in marketing and SEO management, given the volume of information generated instantly, must seek processes to organize it in a useful and intuitive for Internet users. Google starts the race with Real Time Search, a website developed to perform searches in real time and, at the same time, has presented Instant that offers and suggests results as we type.
The monitoring in marketing is at this point an essential element and the immediate action before an information or data that shows interest for our product or service is fundamental and is a law in this profession. One should not wait to act in the face of a prospect’s interest demonstration, because that interest vanishes. If the time passes, the follow-up becomes “rancid.” People tend to forget how interested they were at first, so when you contact them several weeks later it’s almost like starting all over again.
What is also a reality is that in social networks there is a challenge to face immediacy and, obviously, companies that are faster at generating content that will also have to be of quality and well positioned in network. A good example is the campaign that Procter & Gamble carried out with its Old Spice deodorant, creating 200 shorts in two days in which they answered the questions generated through Twitter.