Effective Real-Time Marketing does not operate in a vacuum. Understanding what motivates recipients and what content arouses their emotions is the foundation of any successful campaign. The IKEA brand , known for its simple but playful communication style, has repeatedly responded to social situations – in a way that was entertaining, but at the same time promoted their products.
It can be said that IKEA, thanks to its reactions to world events, has become one of the leaders in terms of Real-Time Marketing activities in Poland, when we look at them, for example, in terms of generated reach or the number of reactions. Many people are even waiting for the brand's reaction in the context of current events.
Below are some examples of Real-Time Marketing actions undertaken by this brand in response to:
The teddy bear affair on Krupówki:
real time marketing ikea 1
Youth Word of the Year 2021:
real time marketing ikea 2
Match of the Polish national football team uk telegram data against the Swedish national team:
real time marketing ikea 3
2020 Oscars Gala:
real time marketing ikea 4
Tools and techniques supporting Real-Time Marketing
Real-Time Marketing requires a technological background that allows for rapid decision-making and response to current events. A key element of this process is the right tools that allow not only tracking, but also analyzing and automating activities in real time. Below are discussed three main pillars supporting effective activities in the field of Real-Time Marketing.