No amount of real-time marketing will consistently guide a customer toward making a decision about their next purchase. While plugging into trends might help brands compete for attention in any given moment, real-time marketing (RTM) lacks the depth, utility and value of true customer engagement in times of need. When customers set out on their buyer’s journey, they are not looking for marketing or messages. They’re looking for information, direction and someone to trust. Brands that engage them in real-time and assist in the decision-making process will not only increase conversions but will also sow seeds of brand affinity and…

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Four steps to shift from real-time marketing to real-time customer engagement
Source: The Next Web