Patrick Tripp[Posted by , Senior Prod­uct Mar­ket­ing Man­ager, Neolane, Inc.]

With the pro­lif­er­a­tion of dig­i­tal chan­nels like web, social and mobile, today’s con­sumers have more power and choice than ever before. The promise of real-time mar­ket­ing has long attempted to meet the needs of con­sumers with the right mes­sage, in the right place, and at the right time. How­ever, there is still much uncer­tainty in the mar­ket around what exactly is real-time mar­ket­ing? Is it all about speed and agility? Is it about engag­ing in dig­i­tal chan­nels, or one-to-one per­son­al­iza­tion? And per­haps most impor­tantly, what are the busi­ness ben­e­fits of this approach?

In a recent webi­nar, we tried to demys­tify the com­plex topic of real-time mar­ket­ing, and in a recent blog post we dis­cussed how real-time mar­ket­ing goes well beyond the famous Oreo cam­paign dur­ing the Super Bowl blackout.

To fur­ther the quest for knowl­edge on real-time mar­ket­ing, we embarked on a research study with the Direct Mar­ket­ing Asso­ci­a­tion to under­stand what really mat­ters to mar­keters. The ques­tions focused on chal­lenges mar­keters face, the def­i­n­i­tion of real-time mar­ket­ing, the chan­nels in which it has the most impact, the cur­rent use and future plans for real-time, as well as the ben­e­fits it can pro­vide. The results we got back were truly outstanding.

The foun­da­tion of the analy­sis began with busi­ness chal­lenges and we found what had been sus­pected all along: “60% of respon­dents note they strug­gle to per­son­al­ize con­tent in real-time, yet 77% believe real-time per­son­al­iza­tion is cru­cial”. This points to the fact that mar­keters want to engage with real-time mar­ket­ing tac­tics, but can­not achieve this objec­tive today.

One of the biggest find­ings of the study was that mar­keters do have a clear pic­ture of what real-time mar­ket­ing means. In the study, 43% of mar­keters, by far the high­est cat­e­gory, defined real-time mar­ket­ing as: “Dynamic per­son­al­ized con­tent deliv­ered across chan­nels.” This helps clar­ify the approach mar­keters are specif­i­cally look­ing for in order to achieve real-time marketing.

When look­ing at spe­cific chan­nels mar­keters hope to lever­age real-time mar­ket­ing in, most respon­dents noted dig­i­tal chan­nels like email (80%), Web (69%), and cross-channel (75%) as the most impor­tant and rated high­est in terms of plan­ning. This val­i­dates the trends that are push­ing mar­keters fur­ther towards deliv­er­ing dig­i­tal experiences.



All of these top­ics call for an increased impor­tance and urgency for real-time mar­ket­ing. We also asked directly about mar­keters’ plans to lever­age real-time mar­ket­ing, and found an astound­ing “two-thirds of respon­dents are plan­ning for real-time technologies.”

And of course none of this sen­ti­ment would be rel­e­vant with­out a clear under­stand­ing of the busi­ness objec­tives and results that can be achieved from real-time mar­ket­ing. We asked about the poten­tial ben­e­fits that mar­keters saw, and “more than 60% see the ben­e­fits of mar­ket­ing effec­tive­ness, cus­tomer expe­ri­ence and reten­tion” as key benefits.

Want to learn more? The research study includes over 30 pages of analy­sis, graphs, bench­marks, and trends about real-time mar­ket­ing. There is also a sec­tion that includes five keys to real-time mar­ket­ing suc­cess. We invite you to take a look at our ebook and let us know what you think.

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