Hashtag targeting and the race for real-time customer connections

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It's time to abandon antiquated advertising models in favour of a more innovative and crucially, timely methods, says Rupert Staines of RadiumOne Europe.

Digital advertising is evolving at the same speed as technology - fast. Businesses must be prepared to keep up with the fluidity of their audiences and be willing to connect with them in real-time, so as to not fall behind in the crucial race to win customers. A key step is considering the tools they use to enable the sharing and the socialisation of their content in real time and how these can be used to better monetise their digital presence and effectively turn their advertising into powerful information.Social networks have seen a huge explosion in recent years but it is the ‘socialisation’ of the web that makes the market for advertising so exciting and potentially lucrative for businesses. Every second these millions of potential customers are using social language of sharing to broadcast their feelings and opinions and these moments represent an untapped opportunity for businesses to interact, in a useful way, with consumers in real-time.When you note that, according to Juniper research, the number of smartphones and tablets will more than double by 2014, exceeding 350 million by 2017, so making it easier for people to access their personal platforms at any opportunity at home and on the move, the potential audience is plain to see. Customers now expect a different advertising approach from businesses. Outdated methods will no longer grab consumers’ attention and crucially are often delivered too late after purchases have been made or items of interest have already been viewed, rendering the advertising useless.However, just because some techniques have become ineffective does not necessarily mean a dearth of opportunities. For those that become archaic, new ones will appear and this is certainly the case in online advertising.Hashtags have become one of the most ubiquitous symbols used in social sharing to indicate specific brands, products and emotions relevant to the content a person posts and shares across the internet – they are like your own personal search tool. Their use has become standard practice across all platforms, used across the internet as an organic way of searching user’s interests and a way of associating opinions to specific topics.

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