In a February 2012 survey by GolinHarris, consumers expressed more positive feelings about brands after they were exposed to real-time marketing than before the exposure. Nearly half said they would feel more positive, while 46% would be more interested in the brand. Likelihood to recommend, to consider making a purchase, and to try or buy all were also significantly higher after exposure to real-time marketing.
As Guy Slattery, executive vice president of marketing at A&E Network, said: “Marketers are realizing that the big moments that happen on social are very fleeting and quick. If you can capitalize on those and be a part of them, that’s really the next level.”