Real-Time Marketing: Efficacy Aspects

Modernity is characterized by an active transformation of the media environment. As a result, the habits of individuals and their communicative behavior change. These changes do not go unnoticed by marketers who are trying to adapt to the needs and characteristics of modern consumers. One of the new marketing concepts is Real-Time Marketing, also known to professional audiences as situational marketing. The main problem of the research is the study of this concept and its effectiveness, since the concept is new and is not precisely defined in terms of terminology, which makes its definition an open question. The author formulated the following tasks: to characterize Real-Time Marketing as a concept; to study the current experience of using Real-Time Marketing tools; to develop methods and determine the course of empirical research; to describe and interpret the results of empirical research. The paper uses the method of quantitative online survey of respondents, as well as the method of narrative analysis. The scientific novelty of the research is to determine the effectiveness and expediency of using negative events that have become news trends in advertising communication. The research results can be used to build marketing strategies based on real-time marketing principles.