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Staying Agile for Realtime Marketing Success

Staying Agile for Realtime Marketing Success

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Staying Agile for Realtime Marketing Success

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  1. FRESH THINKING: REAL-TIME MARKETING June 2013

  2. http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpghttp://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg WHAT IS REAL-TIME MARKETING?

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

  4. "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.

  5. "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)

  6. It’s about being relevant, timely and…

  7. 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

  8. Technology is evolving & Customer expectations are rising

  9. 5 WAYS TECHNOLOGY IS FUELLING THE GROWTH OF REAL TIME ACTIVITY…

  10. 1. MOBILE – BARCLAYS PING IT

  11. 2. WEARABLE SCREENS – GOOGLE GLASS

  12. 3. SOCIAL MEDIA–AMEX TWITTER SYNC

  13. 4. SEARCH – GOOGLE NOW

  14. 5. SCREENS EVERYWHERE

  15. Therefore, consumers expect…. • Urgency and ubiquity – interact AND purchase anytime anywhere anyhow

  16. Therefore, consumers expect…. • Urgency and ubiquity – interact AND purchase anytime anywhere anyhow • Interactions that are personalised and easy

  17. 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

  18. 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

  19. 6 RECENT EXAMPLES OF GOOD REAL-TIME / AGILE MARKETING…

  20. 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

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

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

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

  24. 5. NEWCASTLE BROWN ALE

  25. 6. BODYFORM RESPONDED TO A COMPLAINT IN 4 DAYS

  26. What does all this mean for us?

  27. IF… Technology is evolving & Customer expectations are rising

  28. 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

  29. 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’

  30. 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

  31. THEREFORE, WE NEED TO STAY… • Customer driven • Constantly changing • Collaborative • Curious • Passion • Always learning

  32. 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

  33. 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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