This document discusses real-time marketing and design. It defines real-time marketing as marketing performed on-the-fly to determine the optimal approach for a particular customer at a specific time and place. It emphasizes that speed and agility are now crucial competitive advantages. It outlines best practices for real-time design such as setting up for success, keeping teams small, knowing roles, going with intuition, prototyping simply, tracking results, and addressing challenges around work quality, social media focus, and legacy systems.

1. Designing For
Real-Time Marketing
#RTDesign

2. PRO

4. Vegas Baby!

5. Klondike Bar Chillin’

9. “In a world where speed and agility are now essential to
success, most organizations still operate slowly and
deliberately, cementing each step months in advance,
responding to new developments with careful but
time-consuming processes…
Now more than at any other time in history,
speed and agility are
decisive competitive advantages.”
#RTDesign

10. What is
Real-Time Marketing?

11. BI N G O
Real-Time
Marketing

12. What is
Real-Time Marketing?

13. Defined...
“Real-time marketing is marketing performed "on-the-fly" to determine an
appropriate or optimal approach to a particular customer at a particular time and
place. It is a form of market research inbound marketing that
seeks the most appropriate offer for a given
customer sales opportunity,
reversing the traditional outbound marketing (or interruption marketing) which
aims to acquire appropriate customers for a given 'pre-defined' offer. The dynamic
'just-in-time' decision making behind a real-time offer aims to exploit a given
customer interaction defined by web-site clicks or verbal contact center
conversation.”
#RTDesign

15. Human-Driven RTM
Customer Service
#RTDesign

16. Human-Driven RTM
Opportunistic
#RTDesign

17. Human-Driven RTM
Spontaneous
#RTDesign

18. Re-Defined...
“Authentic communication delivered at the right place, at the right time,
with the right message linked to other stimuli;
influenced by ever-changing audience needs.”
#RTDesign

19. #1 RTM Gets Results
Changes Behaviors
Word of Mouth Web Feel Positive Try/Buy
+17% +12% +16% +14%
Search Social Media Interested In Recommend
+16% +11% +18% +22%
Media Receptivity Consider
+17% +22%
RTMresearch.info #RTDesign

20. #2 RTM is Content-Driven
“Authentic communication delivered at the
right place, at the right time,
with the right message.
Linked to other stimuli;
influenced by ever-changing
audience needs.”
#RTDesign

21. Audi #Equality

22. Audi #Equality

23. #FastFoodAddiction

24. 42 Puppies...

25. 42 Puppies...

26. 42 Puppies...

27. National Puppy Day
“…a special day, recognized on March 23rd annually,
to celebrate the magic and unconditional love that
puppies bring to our lives.”
-NationalPuppyDay.com
#RTDesign

28. Sidenote
NationalWhateverDay.com
#RTDesign

32. 42 Puppies...

33. How Do I Do
Real-Time Design?

34. The Bridge

35. Do it!
• Pick a client
• Find some (relevant, actionable) news
• Come up with a great concept
• Share it with your client
• Track your results
#RTDesign

36. Don’t Go Chasing
Waterfalls
Concept
Design
Revise
Review
Revise
Approve
Publish
#RTDesign

37. Best Practices For
Real-Time Design

38. Set Yourself Up For Success
SUCCESS

39. The Fewer Cooks, The Better

40. Dream Team for RTM
• Art / Creative Director
• Designer
• Digital/Traditional Media Expert
• Account Lead
• Client Legal Rep.
• Client
#RTDesign

41. Know Your Role
Image: OutlawRave

42. Real-time Designer
• Creative
• Highly analytical
• Big data / data visualization experience
• Solid prototyping skills
• Thrive in high-pressure
#RTDesign

43. Go With Your Gut
Image: Bryn Hobson

44. Stay Lo-Fi for as Long As You Can

45. Rave Reviews

46. Know When to Publish

47. Track Your Results

48. “The ability to analyze data in real-time and make it
meaningful for our business has been tremendous.”
-Rick Wion, Director of Social Media, McDonald’s
#RTDesign

49. Challenges of
Real-Time Design

50. Work Quality

51. Stuck in Social

52. Legacy

53. BI N G O
Real-Time
Marketing

54. Thank You!
@tylertravitz
GolinHarris.com