3. re·al time mar·ket·ing (RTM)
[ree-uh l, tahym, mahr-ki-ting] noun
1. The strategy and practice of reacting
with immediacy in digital channels to
external events and triggers.
Rebecca Lieb, Analyst, Altimeter Group

4. Definition of Real-Time Marketing
According to Marketers in North America
Dynamic personalized content across channels
43%
Dynamic personalized content in outbound channels
13%
Developing quick response to mainstream event
12%
Timely social media retort
11%
Dynamic personalized content in inbound channels
5%
Offer management
3%
None
10%
From: www.eMarketer.com | April 2013
Source: Neolane and Direct Marketing Association
(DMA),
“Real-Time Marketing Insights Study,” July 17, 2013

6. discover today what will be important tomorrow – to take preemptive action

8. Plan
Buy
BidAddAdjust
Impact
Create
Shift
Engage
Preempt
Change
Optimize

9. Dynamic Contextual
Understanding
Predictive Consumer
Insights
Actionable Data
Visualization
Always Ready
Always On
Bias for Action
People
Process
Data

10. Cross Channel Visibility
▸ Blogs
▸ News
▸ Social platforms
Predictive
▸ Who’s saying what?
▸ Which conversations will gain
volume and velocity?
▸ What’s the context?
▸ Where and when will they matter?
RT Context
▸ Seed terms that matter to your
brand every day
▸ Context not hashtags
▸ Topics not keywords
Conversation & Content
▸ Text
▸ Image
▸ Video
▸ Language agnostic

12. Oreo is a trademark of Mondelez

14. Half-life = Optimal time for high volume interaction
RTM Relevance requires an understanding of which
conversations will matter, which will have enough volume
and velocity to warrant action.

16. DISCOVERY PREDICTION
Planning
Dimensionalize Insights
RT Marketing
Take Preemptive Action
Mitigate
Crisis
Investigate
Interests
Optimize
Media
Fuel
Trending
Topics
Adjust
Campaigns
Improve
SEO SEM
Develop
Content
Understand
Your
Audience
Plan
Products
Get Competitive
& Campaign
Insights Ignite the
Influencers
Convert
Detractors
Join
the Right
Conversations

17. ▸ Delivers immediacy to customer interactions
▸ Increases brand relevance
▸ Ensures brand is on trend
▸ Enables hyper-personalization
▸ Offers contextual optimization
▸ Provides surprise and delight
▸ Supports spontaneity and dialogue
▸ Brings brands into the “buzz”
▸ Gives lift to “always-on” approach
▸ Inspires content creation
▸ Helps brands understand

30. ▸ Interest
▸ Consideration
▸ WOM
▸ Search
▸ Virality
▸ Media Interest
▸ Consumer satisfaction
▸ Purchase rate
▸ Recency and frequency