Marketing in the Real Time World

Marketing In A Real-TimeWorldCharlene Li, Founder & Analyst, Altimeter Group@charleneli | charlene@altimetergroup.comMarch 7, 2013 | Adobe

Old Spice “Response Campaign”Agency Wieden & Kennedycreated 186 personalizedYouTube response videos toOld Spice fans whocommented on Twitter,Facebook, Reddit, and othersocial channels.

Clever, real-time tweets resonated during the SuperBowl blackout

Is Real-time Marketing the Next Bright Shiny Object?

Real-time marketing is immediate reaction — it’s the marketing of relevancy, achieved by listening and anticipation of consumer need.

Defining Real-Time Marketing Right Message Right Person Right Time Event-driven Customer-driven Public events Customer Brand events service Breaking news Crisis management

Two Types of Real-time Marketing Event-driven Customer-drivenRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”

What do you really know about your customers? 25-55 years old, married, kids, working, graduate degree, reads Real Simple & Wired

How RTM will Change Traditional RTM Future RTMRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”Right Time and Event-focused Taps existingPlace Pre-planned conversations Understands context Fast response

Mini Cooper tappedinto conversationsthat were alreadyhappeningThe results: 2,995 Likes 1,141 Shares

PretzelCrisps’ real-time “social sampling”program contributes to 87% sales increase PretzelCrisps has built up more than 4.2 million earned media impressions since its “social sampling” program launch in early 2010.

How RTM will Change Traditional RTM Future RTMRight Person Audience Individual Corporate-centric Data driven Customer-centric “Do you know me?”Right Time and Event-focused Taps existingPlace Pre-planned conversations Understands context Fast responseRight Message Creative Responsive and creative Corporate-centric Customer-centric Marketing as a service

How Real-time Marketing Makes a Difference Impacts marketing outcomes Turbocharges other marketing Source: GolinHarris, The Promises and Pitfalls of Real-Time Marketing. http://golinharris.com/#!/insights/real-time- marketing-research/

Catching The Dynamic Customer in Real Time

5 FACTORS 3 FACTORS 5 FACTORSawareness consideration 5intentX5=75 support X3 purchase loyalty advocacy 75Xfactors 3 5 7=525

What would you do with a Watsonin your pocket? “By the end of this decade, the equivalent of Watson will fit in your pocket.” – Dr. John Kelly

Real-Time Newsrooms Make RTM Possible The key: Having executives in the room to approve content The problem: You can’t do this every day!

(re)Organize Marketing for Agilityand ResilienceRigid Organizations Adaptive Organizations

Making Real-time Marketing Everyday Real-Time Marketing Reactive Responsive Proactive Distributed Organized Cross-functional Organic Coordinated Less Sustainable Sustainable More Sustainable

Intel Reorganized for Agile Content The iQ experience, while still in beta, is comprised around social algorithms that curate content shared by Intel employees as well as owned and industry content. It is then filtered through a touch design based on the insights generated through all data in aggregate.

Converged Media Lives in Silos Converged Media utilizes two or more channels of paid, earned, and owned media. It is characterized by a consistent storyline, look, and feel.Display, banner ads Corporate websiteSponsored posts, ads MicrositesPPC ads Corporate blogPay per post blogging

#1 Develop Everyday Discipline and 27Processes for RTM Source: “H&R Block’s Response Process” David Armano, Edelman 2010

#2 Get Your Data House In Order

56% of Marketers Will Hire for Data in 2013 Source: Infogroup Targeting Solutions & Yesmail Interactive, 2012 Base: More than 700 of the top marketers in the world

#3 Build Trust-based Customer Relationships

#4 Develop Organizational AgilityGoogle’s mantra: “Fail fast, fail smart”Use Sandbox Covenants toprovide guardrailsTrain to create Judgment