I guess first we have to understand what “inbound marketing” is before we get into the real time aspects of it. According to Wikipedia the definition for inbound marketing is:
Inbound marketing is based on the concept of earning the attention of prospects, making yourself easy to be found and drawing customers to your website by producing content customers value. Blogs, podcasts, video,eBooks, enewsletters, whitepapers, SEO, social media marketing, and other forms of content marketing are considered inbound marketing. – link
This essentially means whenever someone writes about your product, service or web site it is inbound marketing. It is even better when a link to your product or page is referenced within the text – either directly or indirectly. Direct or indirect is very important, for instance, I may mention a Nike product in a Tweet and never mention a tag (#) or a site, but tools can pick up on that and use that information. If a link is provided then SEO now comes in to play. Anytime a search is done the search engines will pick up these links and offer the article or post in their search results. Nothing like getting free advertising!
So now for the real time part. Say one of your products goes viral on Twitter, you could position your web site to offer advertisements immediately based on public sentiment. Imagine blogs, news sites, Twitter, or Pinterest mentioning your product and literally within hours or minutes possibly you could have on your home page that exact product in a large advertisement.
Unica Interact, a solution in Enterprise Marketing Management can give your sites a real time view into this collected data. By calling into the service real time, your segmentation is essentially “live”. Relevant advertisements, promotions, and specials can almost happen…. well… real time! This is social media marketing and interactive marketing at its finest.