Post on 24-May-2015
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FRESH THINKING:
REAL-TIME MARKETINGJune 2013
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WHAT IS REAL-TIME MARKETING?
http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg
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• "on-the-fly" - appropriate or optimal approach to a particular customer at a particular time and place
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• "on-the-fly" - appropriate or optimal approach to a particular customer at a particular time and place
• push - the most appropriate offer for a given customer sales opportunity, reversing the traditional pull model (or interruption marketing) which aims to acquire customers for a 'pre-defined' offer.
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• "on-the-fly" - appropriate or optimal approach to a particular customer at a particular time and place
• push - the most appropriate offer for a given customer sales opportunity, reversing the traditional pull model (or interruption marketing) which aims to acquire customers for a 'pre-defined' offer.
• Dynamic 'just-in-time' decision making - exploits a customer interaction (e.g. web-site clicks, verbal contact centre conversation, etc)
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It’s about being relevant, timely and…
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"The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.” Rupert Murdoch
Rupert Murdoch
And fast…. fast
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Technology is evolving
&
Customer expectations are rising
..................................................................................................................................................................................................5 WAYS TECHNOLOGY IS FUELLING THE GROWTH OF REAL TIME ACTIVITY…
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1. MOBILE – BARCLAYS PING IT
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2. WEARABLE SCREENS – GOOGLE GLASS
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3. SOCIAL MEDIA–AMEX TWITTER SYNC
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4. SEARCH – GOOGLE NOW
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5. SCREENS EVERYWHERE
..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime anywhere anyhow
..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime anywhere anyhow
• Interactions that are personalised and easy
..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame - typically hours - 24hrs a day, 7 days a week
..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame - typically hours - 24hrs a day, 7 days a week
• All across multiple devices and screens
..................................................................................................................................................................................................6 RECENT EXAMPLES OF GOOD REAL-TIME / AGILE MARKETING…
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1. OREO TURNED AROUND A TWEET WITHIN THE 34 MINUTES OF BLACKOUT AT THE SUPERBOWL. AS WELL AS POSTING A
RAINBOW COLOURED OREO IN SUPPORT OF GAY PRIDE
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2. SPECSAVERS POSTED THIS ADVERT 2 HOURS AFTER EDEN HAZARDS WAS SENT OFF.
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3. IN LIGHT OF THE HORSE MEAT SCANDAL, VIRGIN MEDIA AND PADDY POWER HAD FUN AT
TESCO’S EXPENSE
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4. GOLDEN WONDER SHARED THIS 3 HOURS AFTER THE POPE RESIGNED
..................................................................................................................................................................................................5. NEWCASTLE BROWN ALE
..................................................................................................................................................................................................6. BODYFORM RESPONDED TO A COMPLAINT IN
4 DAYS
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What does all this mean for us?
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IF… Technology is evolving
&
Customer expectations are rising
..................................................................................................................................................................................................AND consumers expect….
• Urgency and ubiquity – interact AND purchase anytime anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame - typically hours - 24hrs a day, 7 days a week
• All across multiple devices and screens
..................................................................................................................................................................................................AND consumers expect….
• Urgency and ubiquity – interact AND purchase anytime anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame - typically hours - 24hrs a day, 7 days a week
• All across multiple devices and screens
TO MEET CUSTOMERS EXPECTATIONS WE NEED TO BE….
‘AGILE’
..................................................................................................................................................................................................WHAT IS AGILE?• Agile borrows it’s principles from agile software development – rapidly
building and developing new products, getting things done, working in sprints and pivoting to make improvements.
• Agile marketing is the need to deal with marketing in a more fluid and responsive environment
• With a focus on:- Validated Learning- Collaboration- Relevant and timely campaigns over ‘Big-bang’ campaigns
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• Customer driven• Constantly changing • Collaborative• Curious• Passion • Always learning
THEREFORE, WE NEED TO STAY…
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Thank yoU
following this presentation, as part of fresh thinking table19 came up with some real time marketing ideas for our clients …. Watch this space.
www. Table19.co.uk
@wearetable19
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Image sources• http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg• http://recombo.com/wp-content/uploads/2013/05/speed-lights-road.jpg• https://lh5.googleusercontent.com/-xwXmGPMM8MM/UE-G4JDFoAI/AAAAAAAAAUY/vZNNLilVxXo/s800/Fullscreen%2520capture
%25209112012%252023401%2520PM.jpg• http://makewealthhistory.files.wordpress.com/2008/10/escaltor-ads.jpg• http://www.xda-developers.com/wp-content/uploads/2012/08/Google-Now.jpg• http://strompay.com/img/1a/1a2/Amex_Sync_On_Twitter_American_Express.jpg• http://www.artisopensource.net/network/artisopensource/wp-content/uploads/2012/02/i2.png• http://www.hollyzood.com/wp-content/uploads/2011/10/omnitouch-touchscreen-everywhere.jpg• http://i.i.com.com/cnwk.1d/i/tim/2012/10/01/Screen_Shot_2012-10-01_at_1.57.30_PM_610x451.png