The impact of real-time marketing in the engagement of the brand "Control" on Instagram

In this high-speed world, actuality and agility are decisive factors for the success of any company. With consumers being constantly attracted to multiple points of interest, the attention span has become fundamental to the efficiency of any communication strategy. In this context, real time marketing (RTM) emerged as a possible path to increase the involvement of the consumers with brands. This chapter analyzes its impact and effectiveness. Using the brand Control as a basis for this study, a three-step methodology were conducted. First, Instagram posts of the brand were analyzed, comparing RTM publications with the others. Then, exploratory interviews were conducted with the brand's marketing director and the creative agency head of digital, and finally a questionnaire survey was applied to 386 brand followers. Results showed a significantly greater interaction and engagement in RTM publications, and most of the research hypotheses were confirmed, as well as validated the central question: the use of RTM increases brand engagement, mainly through likes, comments, and publication shares.