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Markets change. Technologies explode. And customer expectations continue to grow.

Hence the importance of the concept of real time arises, something that we have studied at GROU, the leading agency in the development of Inbound Marketing in Mexico.

Unfortunately, there is no concrete definition of real time, and what it means, it's different things for different digital business professionals, who must be increasingly focused on increasing sales.

But a concrete definition is not as important as understanding its concepts.

It is knowing these subtle differences in definition that helps decision makers find better solutions to their problems.

Let's take a look at some of the ways digital business professionals operate "in real time."

1. DEPENDING ON THE RESPONSE CAPACITY

Latency has a "real time" impact.

Latency is a term to describe the time it takes for a website or application to respond to user interaction.

Of course the faster the better, if customers click on a link and it takes more than a few milliseconds to load, they're gone. And your online sales strategy will have failed miserably.

2. AS A TOOL FOR INFORMATION

For many digital businesses, up-to-date information is the most important use of "real time."

In an ever-changing environment, information has a very short shelf life.

If you are working with stale data, your decisions are stale before they are even implemented.

The smartest business ideas are based on up-to-date information.

3. AS A HUMAN COMPONENT

Humans see in "real time" through a different lens.

Think of an online video game.

When you're in the heat of battle or just about to level up, not showing up on time is a delay, especially if you're playing with a group of friends.

Any digital medium must understand that it is competing with face-to-face conversations; In order to thrive, these interactions must be seamless and fast.

OPPORTUNITIES IN REAL TIME

All the various concepts and definitions of "real time" do not diminish (sometimes even complicate) its importance.

Rather, understanding all the different taps in "real-time" applications is what makes companies able to recognize and take advantage of lucrative opportunities in an environment that is evolving at breakneck speed.

Due to the abundant definitions of real time, digital companies have the opportunity to use their (and their customers) 'definitions as opportunities to develop new and better ways to solve customer problems.

The lesson for digital marketing is this: digital technologies are essential for customer interaction, but all the effort that goes into developing these tools is done behind the scenes.

End users and consumers necessarily see the end product, but real effort has to be put into delivering results in real time, without delay or error.

As with most technologies, customers only notice a feature when it's broken or missing ... and at that point, they go looking for someone to do the right thing.

To optimize your business, you need real-time insights and metrics to identify areas where you are thriving and places you need to improve.

Without real-time data, you are unable to take advantage of the opportunities that present themselves in your market and therefore your sales strategy will have failed.

Resources:

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