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Staying Agile for Realtime Marketing Success
1.
........................................................................................................... FRESH THINKING: REAL-TIME MARKETING June
2013
2.
.................................................................................................................................................................................................. 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.
.................................................................................................................................................................................................. "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
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.
.................................................................................................................................................................................................. • Customer driven •
Constantly changing • Collaborative • Curious • Passion • Always learning THEREFORE, WE NEED TO STAY…
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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