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Staying Agile for Realtime Marketing Success PowerPoint PPT Presentation


Staying Agile for Realtime Marketing Success

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Staying Agile for Realtime Marketing Success

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FRESH THINKING:

REAL-TIME MARKETING

June 2013


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

WHAT IS REAL-TIME MARKETING?


  • "on-the-fly" - appropriate or optimal approach to a particular customer at a particular time and place


  • "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.


  • "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)


It’s about being relevant, timely and…


fast

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 evolving

&

Customer expectations are rising


5 WAYS TECHNOLOGY IS FUELLING THE GROWTH OF REAL TIME ACTIVITY…


1. MOBILE – BARCLAYS PING IT


2. WEARABLE SCREENS – GOOGLE GLASS


3. SOCIAL MEDIA–AMEX TWITTER SYNC


4. SEARCH – GOOGLE NOW


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…


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


2. 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 SHARED THIS 3 HOURS AFTER THE POPE RESIGNED


5. NEWCASTLE BROWN ALE


6. BODYFORM RESPONDED TO A COMPLAINT IN 4 DAYS


What does all this mean for us?


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


THEREFORE, WE NEED TO STAY…

  • Customer driven

  • Constantly changing

  • Collaborative

  • Curious

  • Passion

  • Always learning


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


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


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