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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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Staying agile for realtime marketing success

FRESH THINKING:

REAL-TIME MARKETING

June 2013


What is real time marketing

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

WHAT IS REAL-TIME MARKETING?


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

  • "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.


Staying agile for realtime marketing success

  • "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)


I t s about being relevant timely and

It’s about being relevant, timely and…


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

Technology is evolving

&

Customer expectations are rising


Staying agile for realtime marketing success

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


1 mobile barclays ping it

1. MOBILE – BARCLAYS PING IT


2 wearable screens google glass

2. WEARABLE SCREENS – GOOGLE GLASS


3 social media amex twitter sync

3. SOCIAL MEDIA–AMEX TWITTER SYNC


4 search google now

4. SEARCH – GOOGLE NOW


Staying agile for realtime marketing success

5. SCREENS EVERYWHERE


T herefore consumers expect

Therefore, consumers expect….

  • Urgency and ubiquity – interact AND purchase anytime anywhere anyhow


T herefore consumers expect1

Therefore, consumers expect….

  • Urgency and ubiquity – interact AND purchase anytime anywhere anyhow

  • Interactions that are personalised and easy


T herefore consumers expect2

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


T herefore consumers expect3

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


Staying agile for realtime marketing success

6 RECENT EXAMPLES OF GOOD

REAL-TIME / AGILE MARKETING…


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

4. GOLDEN WONDER SHARED THIS 3 HOURS AFTER THE POPE RESIGNED


Staying agile for realtime marketing success

5. NEWCASTLE BROWN ALE


Staying agile for realtime marketing success

6. BODYFORM RESPONDED TO A COMPLAINT IN 4 DAYS


Staying agile for realtime marketing success

What does all this mean for us?


Staying agile for realtime marketing success

IF… Technology is evolving

&

Customer expectations are rising


And consumers expect

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 expect1

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’


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

THEREFORE, WE NEED TO STAY…

  • Customer driven

  • Constantly changing

  • Collaborative

  • Curious

  • Passion

  • Always learning


Staying agile for realtime marketing success

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


Staying agile for realtime marketing success

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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