Real-Time Marketing is one of the most interesting strategies we are currently dealing with in the context of marketing activities. It provides for a response to events and the behaviour of the audience in a time that is close to real time. It is possible to implement it thanks to the original Marketing Automation system, as it monitors not only the information appearing in the media, but also the activity of customers.

Real-Time Marketing can be used in many ways, but nowadays it is most popular in social media. It can't be otherwise, because we're talking about a space where users' activity never stops. Of course, there is a great deal of potential in this, but it is only possible to use it if we are always up to date with the most important events. Importantly, it is important not only to know about specific events, but also about what they mean.

There is another interesting solution known as newsjacking, i.e. capturing information. It can help us to quickly appear in the consciousness of potential recipients, but its use assumes not only the provision of information, but also a rapid response to it. The key to success is not only vigilance, but also intuition.

Marketing Automation turns out to be one of the most effective supporting systems. It is characterized by the fact that it provides monitoring of various media, so it is a guarantee of access to the latest information.

Of course, real time marketing activities themselves must be linked to tailoring content to a specific audience and the context in which events take place. What matters is something as ephemeral as a consumer's sense of mood. This is where Marketing Automation proves to be reliable, because since it conducts an ongoing analysis of user behavior, it can help in the proper assessment of the situation. The message can then be adjusted not only to the behaviour, but also to the expectations of the audience.

However, this is not the only advantage of the system, because you can not fail to notice that it also allows you to manage channels in social media, and yet in their case we can talk about one of the basic platforms for communication with today's customers. Marketing Automation also allows you to publish content on multiple profiles at the same time, which you can appreciate, if only because it allows us to save time.

It is worth mentioning here that although Real-Time Marketing is often perceived through the prism of its characteristic strong relationships with social media, its very scope significantly exceeds the broadly understood social media. It can therefore be successfully talked about in the context of all marketing activities, as long as they are carried out in real time.

If it is used skillfully, it becomes a mechanism thanks to which it is possible to establish a lasting relationship with the recipients. Of course, it is based on providing them with valuable content, but also important is the channel on which it is provided to them, and the appropriate form. This becomes possible primarily when we can get to know our industry and the character of our company and its recipients as well as possible.

Marketing Automation itself is best described as a system that not only monitors the behavior of potential customers, but also automatically responds to them. It is also a solution that suggests to marketers what they need to do at a given moment. What is more, it can even analyze the effectiveness of such actions.

A very important part of Real-Time Marketing must therefore be the analysis of data. It cannot be avoided, as it is on its basis that the strategy of specific marketing activities is determined. The system makes it possible to study both the behaviour of customers and their segmentation, and the so-called lead scoring also occupies an important place in it. At the same time, he assumes that only multichannel communication brings the expected results.

The Marketing Automation algorithms themselves contribute to the fact that we can talk about full automation of marketing activities. As a result, the user can count on the system to take the actions at each stage of the sale that they consider most appropriate and relevant to the current situation.