OAKLAND, CA: Clorox, the consumer goods company, is using real-time marketing to demonstrate the "relevancy" of its products to the growing number of digitally savvy parents.

Rita Gorenberg, PR/social media manager at Clorox, told Warc that the importance of this approach was based upon its ability to deliver immediate, impactful messaging that genuinely resonates with today's shoppers.

"For us, it's all about creating relevancy for our products and making a connection with our 'modern mom-and-dads' target," she said. (For more, including details of one of Clorox's most significant real-time campaigns to date, read Warc's exclusive report: Reaching parents in real time: The Clorox Ick Awards.)

"And I think the best way to make that connection with them is to do things in real time, and capture them at a moment of interest in a way that's connecting what's going on in their real life."

The data suggests that more and more parents are relying on social media for guidance, recommendations and to build bonds with others tackling the everyday challenges that come with raising a family.

As an example, insights from research firm Forrester showed that approximately 70% of "modern moms" visited social media platforms at least once a week, and around 30% did so on a daily basis.

Such a trend is only likely to gain further momentum in the future, meaning that marketers have a responsibility to adapt.

"In the next five years, I think 'real-time' marketing will be more than a trend or buzzword; it will become a standard marketing practice and a must for successful brands," said Gorenberg.

"As media consumption habits evolve and consumers continue to seek more active and meaningful ways to engage, the brands that will continue to win – online and at shelf – will be those that maintain their relevancy by giving consumers a chance to evolve from passenger to driver and navigator of the conversation and content."

Mobile is also set to assume an enhanced status as this channel plays an increasingly important role in the lives of parents.

"Anecdotally, we know, whether they're sitting at home maybe using the phone as a second screen while they're having a moment for themselves while the kids are in bed, or if they're on the soccer field waiting for their kids in practice, their phone is always in their hand," Gorenberg said.

"And then they're going to sites like Facebook and Twitter to stay up to date and to connect with friends."

Data sourced from Warc