{"id":2876,"date":"2014-05-06T13:54:59","date_gmt":"2014-05-06T17:54:59","guid":{"rendered":"http:\/\/vetnetwork.com\/blog\/?p=2876"},"modified":"2014-07-30T13:14:03","modified_gmt":"2014-07-30T17:14:03","slug":"searchlove-part-2veterinary-marketing-in-real-time","status":"publish","type":"post","link":"https:\/\/vetnetwork.com\/blog\/2014\/05\/searchlove-part-2veterinary-marketing-in-real-time\/","title":{"rendered":"SearchLove Part 2: Veterinary Marketing in Real Time"},"content":{"rendered":"

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\"\"Veterinary Marketing for Consumers in a Real-Time Era<\/b><\/p>\n

For those of you who have yet to hear, a few weeks back I had the extreme good fortune to attend the Distilled Search Love Conference<\/i> in Boston, complete with headlining acts in online marketing and SEO. As a part of my\u00c2\u00a0three-part Takeaway Series featured here on the VetNetwork blog, I began with my installment on why your internet marketing campaign needs to be all about the user, what that actually means, and (most importantly) how to implement it. This week, I discuss a central characteristic of today\u00e2\u20ac\u2122s consumer, one that you may have always known but never applied to your online marketing campaign. Your consumer, your client lives\u00e2\u20ac\u00a6 in real-time<\/i>.<\/p>\n

What is Real-Time<\/i>?<\/b><\/p>\n

Many of us already know that real-time<\/i> refers to information that is readily available as it happens. In other words, if you are watching a video, it is live; reading a news update, it is streaming live; tweeting and reading tweets, it is live and instantaneous. While you may not see the correlation to today\u00e2\u20ac\u2122s consumer, or even more importantly, your<\/i> business and your<\/i> client; this kind of conceptualization is vital.<\/p>\n

Your Veterinary Hospital and the Real-Time Client<\/b><\/p>\n

So where\u00e2\u20ac\u2122s the connection between real-time information and your veterinary hospital client? The consumer, or dare I say most<\/i> consumers, live in real-time. There are so many kinds of information (websites, articles, blogs, email, etc.), ways to communicate (blogs, email, tweets, social media, texts, phone calls), and means to communicate (smartphones, tablets, PCs) today, that people are researching, making appointments, and making decisions faster and more often than ever before. Consumers expect information in real-time; this is now less a trend than the norm. Your veterinary practice needs to be able to answer to that.<\/p>\n

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How to Market in Real-Time<\/b><\/p>\n

How do you<\/i> answer to that? Will Critchlow from Distilled, one of the first speakers at the conference, elaborated on this subject by using TV as a resounding example. Many people are now streaming television shows through the internet rather than watching TV as it airs. They do not have to wait for their favorite show to air, and they won\u00e2\u20ac\u2122t. How do ad execs respond to that with TV commercials? There must be a shift. Your veterinary practice needs to start thinking in real-time – not just for your clients\u00e2\u20ac\u2122 convenience, but to avoid their in<\/i>convenience.\u00c2\u00a0 <\/span>You can do so by considering the following:<\/p>\n