Make Your Marketing Real Time And See Real Benefits
1
WHAT IS REAL TIME MARKETING? THE MISSING LINK IT’S UP TO YOU MAKE YOUR MARKETING REAL TIME AND SEE REAL BENEFITS 43% of marketers think it’s about delivering dynamic, personalised content across multiple channels 64% believe it centres on dynamic website personalisation 23% think it’s about being responsive in the moment to current events, or taking part in social media conversations Higher conversation rates and improved ROI on campaigns. A better experience. They’re all right. Real time marketing enables you and your customers to engage in ‘on the fly’ conversations that are relevant to that particular point on the buyer journey. But there’s more to it. ‘Relevance’ is key and can only be assured by personalisation often across several channels – and not just on what’s happening in that particular moment. This is the element missing from most definitions of real time marketing – but it’s the one you need to address if you want to seize the chance to orchestrate engagement and realise benefits: You need to be ready to put your marketing messages and content in front of your customers at the right moment and in the right format so they can enjoy a unique and meaningful experience. Context is everything. Here is their journey, based on a model imagined by the Albertson Performance Group. Wherever customers land on the arc of this journey, you need to be prepared with the right personalised message and interaction to meet their expectations – whether in real time or according to your campaign schedule. Social media offers a microcosm of the benefits of personalised real time marketing: “Brands now have an always-on focus group to pull and learn from. We have more insights into who our customers are and who they perceive us to be, than ever before. It’s up to marketers to decide what to do now with this data.” - Gregarious Narain, CTO, Chute HOW REAL TIME MARKETING FITS THE CUSTOMER JOURNEY OMNI-CHANNEL OPPORTUNITIES REAL TIME SOCIAL REAL TIME SOCIAL TYPICAL TOUCHPOINTS The Status Quo – the customer is dissatisfied and frustrated Deciding to decide – the customer needs your help to see the possibilities Finding options – your chance to set out your complete stall Studying options – help them to gather their possible choices together Evaluating options – help them to choose the right one Managing risk – help them to avoid the wrong decision The decision – give them the tools they need to make their decision Consumption – your chance to complement their choice with your full range Purchase completion Comment Geographic proximity to your business or outlet Increased followers Boosted sales Price enquiry Social media mention Buying signal spotted by a salesperson 1 Expanded reach Better relationships, based on real-time conversations Form completion Email response Visit to your website MULTIPLE TRIGGERS “Real time marketing will usually be triggered as the culminating marketing touch of a multi-channel marketing strategy that engages buyers at each stage of the buying cycle.” - Elizabeth Kraus, DB Squared 76% 25% 84% of brands claim increased audience engagement from real time social marketing think real time social marketing improves lead conversion and campaign ROI of companies believe that including elements of real time marketing in your campaigns present an opportunity for personalisation. The same percentage believe it will help you to improve your customer experience, increase the average order volume and generate higher profit margins. REAL TIME MEANS NOW AND THEN “Truly relevant, compelling engagement happens when you take into account the full picture of who someone is (past and current behaviour) specifically with your business (not with what’s currently on TV). That is real-time marketing.” - Rob Carpenter, Evergage TAKEAWAYS REAL TIME MARKETING ISN’T JUST ABOUT REACTING IN THE PRESENT: PAST CUSTOMER BEHAVIOUR SHOULD ALWAYS INFORM YOUR REAL TIME CAMPAIGNS. MOST MARKETERS SEE REAL TIME MARKETING AS AN OPPORTUNITY FOR MORE AND BETTER PERSONALISATION. SUCCESSFUL REAL TIME MARKETING STRATEGIES ARE BASED ON PERSONALISED, RELEVANT MESSAGES APPROPRIATE TO CUSTOMERS AND CHANNELS MA My Automation My Awesome
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Transcript of Make Your Marketing Real Time And See Real Benefits
WHAT IS REAL TIME MARKETING?
THE MISSING LINK
IT’S UP TO YOU
MAKE YOUR MARKETING REAL TIME AND SEE REAL BENEFITS
43%of marketers think it’s about delivering dynamic, personalised content across multiple channels
64%believe it centres on dynamic website personalisation
23%think it’s about being responsive in the moment to current events, or taking part in social media conversations
Higher conversation rates and improved ROI on
campaigns.
A better experience.
They’re all right. Real time marketing enables you and your customers to engage in ‘on the fly’ conversations that are relevant to that particular point on the buyer journey. But
there’s more to it.
‘Relevance’ is key and can only be assured by personalisation often across several channels – and not just on what’s happening in that particular moment.
This is the element missing from most definitions of real time marketing – but it’s the one you need to address if you want to seize the chance to orchestrate engagement
and realise benefits:
You need to be ready to put your marketing messages and content in front of your customers at the right moment and in the right format so they can enjoy a unique and
meaningful experience. Context is everything.
Here is their journey, based on a model imagined by the Albertson Performance Group.
Wherever customers land on the arc of this journey, you need to be prepared with the right personalised message and interaction to meet their expectations – whether in real time or according to your campaign schedule.
Social media offers a microcosm of the benefits of personalised real time marketing:
“Brands now have an always-on focus group to pull and learn from. We have more insights into who our customers are and who they perceive us to be, than ever before. It’s up to marketers to decide what to
do now with this data.”- Gregarious Narain, CTO, Chute
HOW REAL TIME MARKETING FITS THE CUSTOMER JOURNEY
OMNI-CHANNEL OPPORTUNITIES
REAL TIME SOCIAL
REAL TIME SOCIAL
TYPICAL TOUCHPOINTS
The Status Quo –the customer is dissatisfied and frustrated
Deciding to decide –the customer needs your help to see the possibilities
Finding options –your chance to set out your complete stall
Studying options –help them to gather their possible choices together
Evaluating options –help them to choose the right one
Managing risk –help them to avoid the wrong decision
The decision –give them the tools they need to make their decision
Consumption –your chance to complement their choice with your full range
Purchase completion
Comment
Geographic proximity to
your business or outlet
Increased followers
Boosted sales
Price enquiry
Social media mention
Buying signal spotted by a salesperson
1
Expanded reach
Better relationships, based on real-time conversations
Form completion
Email response
Visit to your website
MULTIPLE TRIGGERS
“Real time marketing will usually be triggered as the culminating marketing touch of a multi-channel
marketing strategy that engages buyers at each stage of the buying cycle.”
- Elizabeth Kraus, DB Squared
76% 25%
84%
of brands claim increased audience engagement from real time social
marketing
think real time social marketing improves lead conversion and campaign ROI
of companies believe that including elements of real time marketing in your campaigns present an opportunity for personalisation.
The same percentage believe it will help you to improve your customer experience, increase the average order volume and generate higher profit margins.
REAL TIME MEANS NOW AND THEN
“Truly relevant, compelling engagement happens when you take into account the full picture of who
someone is (past and current behaviour) specifically with your business (not with what’s currently on
TV). That is real-time marketing.”- Rob Carpenter, Evergage
TAKEAWAYS
REAL TIME MARKETING ISN’T JUST ABOUT REACTING IN THE PRESENT: PAST CUSTOMER BEHAVIOUR SHOULD ALWAYS INFORM YOUR REAL TIME CAMPAIGNS.
MOST MARKETERS SEE REAL TIME MARKETING AS AN OPPORTUNITY FOR MORE AND BETTER PERSONALISATION.
SUCCESSFUL REAL TIME MARKETING STRATEGIES ARE BASED ON PERSONALISED, RELEVANT MESSAGES APPROPRIATE TO CUSTOMERS AND CHANNELS
MA My AutomationMy Awesome
