Real-Time Marketing: How to leverage seasonality in brand development?

BY Basia Zaraczyńska

In an era where the marketing world evolves at lightning speed, real-time marketing becomes increasingly pressing for companies aiming to reach their audience dynamically and effectively.

Since the inception of advertising campaigns utilizing the power of immediate response to changing trends and situations, real-time marketing has become not only a tool capable of surprising, engaging, and convincing customers in the blink of an eye, but also a strategy deeply embedded in the marketing landscape. In this article, we delve into the essence of real-time marketing, examining its benefits and challenges.

What is real-time marketing?

Real-Time Marketing (RTM) is a strategy that involves leveraging current events or trends to promote a brand or product. It’s a dynamic form of marketing that requires swift responses to changing circumstances and an understanding of consumers’ current needs and behaviors.

Why is real-time marketing effective?

  1. Increased Customer Engagement: Real-time marketing allows for the creation of content directly related to what is happening in the world at the moment. This increases the likelihood of resonating with the audience and generating higher engagement.

  2. Building Customer Relationships: Responding to current events and trends shows that the brand is aware of what’s happening in the world, contributing to building deeper relationships with customers.

  3. Enhancement of Brand Image: Brands effectively utilizing RTM are often perceived as more human and relevant. They are also seen as more dynamic, modern, and environmentally conscious. By showing they are up-to-date with current trends and events, companies can improve their image and increase their attractiveness to consumers.

How to effectively utilize RTM?

  1. Swift Reaction: The key element of RTM is the ability to react quickly to events. This requires constant monitoring of global events.

  2. Understanding the Target Audience: For RTM to be effective, you must understand your audience well and know what content will be interesting and engaging for them. By engaging in current events and trends, companies can create and grow their online communities, increasing their reach and influence on social media.

  3. Authenticity: Your actions within RTM should be authentic and credible. Avoid forcing the brand into situations that may seem inappropriate or insensitive. Content should be interesting to both the brand and customers. Through RTM, brands have the opportunity to personalize communication in real-time, tailoring content to the current needs and preferences of their customers. This personalization can apply to both marketing content and product offerings.

Examples of effective RTM:

  • Utilizing Current Events: Real-time campaigns mainly rely on the latest information and trends. Brands that create content related to major cultural or sporting events often succeed in engaging their audience.

  • Responding to Social Media Trends: Swift responses to trends on social media can be a great way to increase brand visibility.

  • Real-Time Customer Interaction: Direct interaction with customers, for example through social media, can significantly increase engagement. Through questions and comments, we can find out exactly what the brand’s audience is looking for.


Real-time marketing is a powerful tool that allows brands to build deeper relationships with customers and improve their image by engaging in current events and trends. To be effective, it requires quick reactions, understanding of the audience, and authenticity. RTM is not only a promotional tool but also a powerful instrument for building deep and lasting customer relationships. By quickly and accurately responding to customer needs and preferences, brands can increase their engagement, satisfaction, and loyalty.


What is Real-Time Marketing?

Answer: Real-Time Marketing is a marketing strategy that involves using current events or trends to promote a brand or product.

Why is Real-Time Marketing Effective?

Answer: It’s effective because it allows for the creation of content directly related to current events, increasing audience engagement.

What are the key elements of effective Real-Time Marketing?

Answer: Key elements include swift reaction, understanding the audience, and authenticity in communication.

Is Real-Time Marketing suitable for every brand?

Answer: While RTM can be effective, not every brand will be able to utilize it in every situation. This requires an understanding of the target audience and context.

What are the risks associated with RTM?

Answer: Risks include the possibility of negative reception if the content is inappropriate or perceived as insensitive.

Basia Zaraczyńska
Marketing Specialist

Basia is a graduate of Image Communication at the University of Wrocław. At Neon Shake she is responsible for the agency’s marketing. She is interested in UX Design and branding.

Hi! Are you interested in this topic and would like to discuss similar activities in your company?

Fill out the form and schedule a free 30-minute strategy call!

    Dziękujemy za wypełnienie formularza!

    Wkrótce skontaktujemy się z Tobą, by umówić zakres i termin spotkania. Na tej podstawie dobierzemy eksperta, który poprowadzi konsultacje.

    Życzymy udanego dnia :) zespół Neon Shake