Staying Agile for Realtime Marketing Success

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FRESH THINKING:

REAL-TIME MARKETINGJune 2013

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WHAT IS REAL-TIME MARKETING?

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

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• 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.

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• 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)

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It’s about being relevant, timely and…

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

Rupert Murdoch

And fast…. fast

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Technology is evolving

&

Customer expectations are rising

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

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1. MOBILE – BARCLAYS PING IT

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2. WEARABLE SCREENS – GOOGLE GLASS

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3. SOCIAL MEDIA–AMEX TWITTER SYNC

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4. SEARCH – GOOGLE NOW

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5. SCREENS EVERYWHERE

..................................................................................................................................................................................................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…

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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

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

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

TESCO’S EXPENSE

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

..................................................................................................................................................................................................5. NEWCASTLE BROWN ALE

..................................................................................................................................................................................................6. BODYFORM RESPONDED TO A COMPLAINT IN

4 DAYS

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What does all this mean for us?

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IF… Technology is evolving

&

Customer expectations are rising

..................................................................................................................................................................................................AND consumers expect….





..................................................................................................................................................................................................AND consumers expect….





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

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• Customer driven• Constantly changing • Collaborative• Curious• Passion • Always learning

THEREFORE, WE NEED TO STAY…

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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

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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