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Staying Agile for Realtime Marketing Success

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Presentation Transcript
slide1
FRESH THINKING:

REAL-TIME MARKETING

June 2013

slide3
"on-the-fly" - appropriate or optimal approach to a particular customer at a particular time and place
slide4
"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.
slide5
"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)
slide7
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

slide8
Technology is evolving

&

Customer expectations are rising

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
slide19
6 RECENT EXAMPLES OF GOOD

REAL-TIME / AGILE MARKETING…

slide20
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
slide22
3. IN LIGHT OF THE HORSE MEAT SCANDAL, VIRGIN MEDIA AND PADDY POWER HAD FUN AT TESCO’S EXPENSE
slide27
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’

slide30
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
slide31
THEREFORE, WE NEED TO STAY…
  • Customer driven
  • Constantly changing
  • Collaborative
  • Curious
  • Passion
  • Always learning
slide32
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

slide33
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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