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FRESH THINKING:

REAL-TIME MARKETING

June 2013


What is real time marketing

http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpghttp://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg

WHAT IS REAL-TIME MARKETING?


  • "on-the-fly" http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg - appropriate or optimal approach to a particular customer at a particular time and place


  • "on-the-fly" http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg - 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.


  • "on-the-fly" http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg - 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)


I t s about being relevant timely and
Ihttp://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpgt’s about being relevant, timely and…


fasthttp://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg

And fast….

"The world is changing very fast. Big will not beat small anymore. It will be the fast beating the slow.”Rupert Murdoch

Rupert Murdoch


Technology is evolvinghttp://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg

&

Customer expectations are rising




2 wearable screens google glass
2. WEARABLE SCREENS ACTIVITY…– GOOGLE GLASS





T herefore consumers expect
T ACTIVITY…herefore, consumers expect….

  • Urgency and ubiquity – interact AND purchase anytime anywhere anyhow


T herefore consumers expect1
T ACTIVITY…herefore, consumers expect….

  • Urgency and ubiquity – interact AND purchase anytime anywhere anyhow

  • Interactions that are personalised and easy


T herefore consumers expect2
T ACTIVITY…herefore, 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


T herefore consumers expect3
T ACTIVITY…herefore, 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 ACTIVITY…

REAL-TIME / AGILE MARKETING…


1. ACTIVITY…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


2. ACTIVITY…SPECSAVERS POSTED THIS ADVERT 2 HOURS AFTER EDEN HAZARDS WAS SENT OFF.


3. IN LIGHT OF THE HORSE MEAT SCANDAL, VIRGIN MEDIA AND PADDY POWER HAD FUN AT TESCO’S EXPENSE


4. GOLDEN WONDER PADDY POWER HAD FUN AT TESCOSHARED THIS 3 HOURS AFTER THE POPE RESIGNED


5. NEWCASTLE BROWN ALE PADDY POWER HAD FUN AT TESCO



What does all this mean for us? PADDY POWER HAD FUN AT TESCO


IF PADDY POWER HAD FUN AT TESCO… Technology is evolving

&

Customer expectations are rising


And consumers expect
AND consumers expect PADDY POWER HAD FUN AT TESCO….

  • 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 expect1
AND consumers expect PADDY POWER HAD FUN AT TESCO….

  • 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? PADDY POWER HAD FUN AT TESCO

  • 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


THEREFORE, WE NEED TO STAY PADDY POWER HAD FUN AT TESCO…

  • Customer driven

  • Constantly changing

  • Collaborative

  • Curious

  • Passion

  • Always learning


Thank yoU PADDY POWER HAD FUN AT TESCO

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


Image sources PADDY POWER HAD FUN AT TESCO

  • 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


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