Abstract
This research empirically investigates consumers’ perception of real-time marketing as a marketing tool that is increasingly being used by businesses. Based on the review of literature, the paper aims to delve into real-time marketing and explore the elements of real-time marketing that influence consumers' perception of RTM campaigns. This study adopted a quantitative methodology. A total of 201 consumers completed an online survey in Gauteng, South Africa. To identify underlying factors that influence the consumer's perception of various real-time marketing campaigns, exploratory factor analysis was conducted. Descriptive statistic was used to provide a further summary of the basic characteristics of the sample. The research findings indicate that consumers value real-time marketing communication campaigns that offer value. Consumers' perception of value includes any real-time marketing campaign that offers some financial gain in the form of immediate and personalized discounts. This research provides retailers with a greater understanding of what consumers perceive as valuable and what they regard as clutter when it comes to real-time marketing campaigns
Highlights
The marketing techniques used by businesses have evolved with the advancements in technology, software, digital devices and the advent of social media (Sinarta & Buhalis, 2017)
Consumer behavior towards realtime marketing campaigns as well as what consumers regard as clutter will influence the strength of the relationship between the real-time marketing elements and consumers’ perception of the real-time marketing campaign
The research findings looked at the respondents’ demographic profile; the consumers’ definitions of real-time marketing, their behavior towards certain RTM marketing communications and what consumers regard as clutter
Summary
The marketing techniques used by businesses have evolved with the advancements in technology, software, digital devices and the advent of social media (Sinarta & Buhalis, 2017). Businesses are able to track customers’ conversations on social media, use software to gather data regarding their purchase history etcetera and send out the right messages to the right customers in real-time (Rowe, 2016). This has brought about the rise of real-time marketing campaigns used by retail businesses. Real-time marketing has been adopted by many brands and retail businesses over the years and has been widely discussed in the industry (Sinarta and Buhalis, 2017). These research reports provide valuable insights and key guidelines for a retail business to implement real-time marketing
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