Presentation by Charlene Li at Adobe Summit, March 7, 2013 in Salt Lake City, UT. Description; New technologies pop up every day that allow us to now connect and communicate with each other in real time. Yet marketing organizations are wired for a by-gone era when there was the luxury of time. These new dynamic customer relationships require not only a new mindset, but also new skills, capabilities, and organizations.
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Marketing In A Real-TimeWorldCharlene Li, Founder & Analyst, Altimeter Group@charleneli | firstname.lastname@example.orgMarch 7, 2013 | Adobe
Old Spice “Response Campaign”Agency Wieden & Kennedycreated 186 personalizedYouTube response videos toOld Spice fans whocommented on Twitter,Facebook, Reddit, and othersocial channels.
Clever, real-time tweets resonated during the SuperBowl blackout
Is Real-time Marketing the Next Bright Shiny Object?
Real-time marketing is immediate reaction — it’s the marketing of relevancy, achieved by listening and anticipation of consumer need.
Defining Real-Time Marketing Right Message Right Person Right Time Event-driven Customer-driven Public events Customer Brand events service Breaking news Crisis management
Two Types of Real-time Marketing Event-driven Customer-drivenRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”
What do you really know about your customers? 25-55 years old, married, kids, working, graduate degree, reads Real Simple & Wired
How RTM will Change Traditional RTM Future RTMRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”Right Time and Event-focused Taps existingPlace Pre-planned conversations Understands context Fast response
Mini Cooper tappedinto conversationsthat were alreadyhappeningThe results: 2,995 Likes 1,141 Shares
PretzelCrisps’ real-time “social sampling”program contributes to 87% sales increase PretzelCrisps has built up more than 4.2 million earned media impressions since its “social sampling” program launch in early 2010.
How RTM will Change Traditional RTM Future RTMRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”Right Time and Event-focused Taps existingPlace Pre-planned conversations Understands context Fast responseRight Message Creative Responsive and creative Corporate-centric Customer-centric Marketing as a service
How Real-time Marketing Makes a Difference Impacts marketing outcomes Turbocharges other marketing Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time- marketing-research/
5 FACTORS 3 FACTORS 5 FACTORSawareness consideration 5intentX5=75 support X3 purchase loyalty advocacy 75Xfactors 3 5 7=525
What would you do with a Watsonin your pocket? “By the end of this decade, the equivalent of Watson will fit in your pocket.” – Dr. John Kelly
Real-Time Newsrooms Make RTM Possible The key: Having executives in the room to approve content The problem: You can’t do this every day!
(re)Organize Marketing for Agilityand ResilienceRigid Organizations Adaptive Organizations
Making Real-time Marketing Everyday Real-Time Marketing Reactive Responsive Proactive Distributed Organized Cross-functional Organic Coordinated Less Sustainable Sustainable More Sustainable
Intel Reorganized for Agile Content The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.
Converged Media Lives in Silos Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel.Display, banner ads Corporate websiteSponsored posts, ads MicrositesPPC ads Corporate blogPay per post blogging
Workflow: Coordinate Paid, Owned, and Earned as One Orchestration© 2013 Altimeter Group
#1 Develop Everyday Discipline and 27Processes for RTM Source: “H&R Block’s Response Process” David Armano, Edelman 2010
56% of Marketers Will Hire for Data in 2013 Source: Infogroup Targeting Solutions & Yesmail Interactive, 2012 Base: More than 700 of the top marketers in the world
#4 Develop Organizational AgilityGoogle’s mantra: “Fail fast, fail smart”Use Sandbox Covenants toprovide guardrailsTrain to create Judgment