True Real Time marketing combines the actionable insights the Real Time Analytics provide about an identified customer or consumer (behavior), matches these with pre-planned marketing actions to respond to his/her needs/wants through mostly Web Instant

1.
True Real Time Marketing =
Programmatic Ad Buying + Real
Time Marketing.
True Real Time marketing combines the
actionable insights the Real Time Analytics provide
about an identified customer or consumer
(behavior), matches these with pre-planned
marketing actions to respond to his/her
needs/wants through mostly Web Instant
Personalization with a tailored customer value
proposition combined with Programmatic Ad
Buying to convert identified consumers into
customers, and fostering loyalty for identified
customers mostly within the realm of the digital
assets and communication media channels of a
company (including anti-churn activities, customer
service, and the opportunity to further bond
structurally the customer by cross or up selling
targeted products and services).

2. Programmatic Ad Buying:
In Europe & US, online ad spending is on course to
surpass outlays on any other media platform by
2018.
In Asia it will be slower due to the diversities of the
various markets. Automated—or “programmatic”—
ad buying will be a primary driver of this growth.

4. What is Programmatic Ad buying and how
does it work?

5. Real-time marketing may seem like a brand new
marketing phenomena, but that is only really the
case in it’s current media “hype” defined definition
(read: “buzz words”).
The first burst of discussion for the term “real-time
marketing” happened at the beginning of 2005
when the initial big spike in conversations around
real-time marketing was the emergence of social
media marketing happening around this time.
Social media marketing was the first major
channel for brands to monitor and engage in real-
time conversations after all.
However at that time, and in the 2 years subsequent
to that, there was not so much correlation between
social media marketing next to the term real-time
marketing. In fact, real-time marketing sprung
up as term/buzz word before social media
marketing was starting to be used heavily in 2006.

6. Web Instant Personalisation is what correlates
(at first) the two.
Web instant personalisation in 2005 was mostly
hype. While big brands were starting to offer
personalized website experiences, powerful
software was not yet available for the mass market
to utilize.
The idea of marketing to website users in real-time
was just a hot topic. There just wasn’t a way for
most of the market to put the idea into practice
without serious technical resources or by spending
enterprise-level dollars on a solution that wasn’t
even all that powerful yet (or actually real-time).

8. Real-time analytics providers started popping up, at
reasonable prices, and with well-documented
implementation. Once again, people used the term
“real-time marketing” as a way to describe this new
technology. When Google rolled out their real-time
analytics in 2011, and as real-time A/B testing
became more and more popular, real-time analytics

9. earned a name of it’s own. “Real-time marketing”
was again up for grabs.
What Marketers Actually Think Real-Time
Marketing Is:
Here’s what they think real-time marketing means.
The majority of the participants (43%) think of real-
time marketing as “dynamic, personalized content
delivered across channels.”
64% of participants believe real-time marketing
revolves around some kind of dynamic
personalization.
Only 23% believe real-time marketing is about
making quick responses to mainstream events or
injecting your business in social media
conversations.

10. The study further breaks down the concerns
marketers have with real-time marketing and where
real-time marketing really matters.
Only 49% of the participants believe providing real-
time marketing within social media channels is
highly important.
While 69% believe that providing dynamic,
personalized content is highly important on the web
channel.
While the term “real-time marketing” has had
multiple different meanings over time in the media,
marketers still think of web personalization for the
most part.
Marketers are mostly concerned with how they can
increase business metrics like customer retention
(43% of respondents say this is their biggest
marketing challenge, 3rd in votes) and conversion
rates (57%, 2nd in votes). Not how they can improve
brand sentiment, or how they can inject themselves
in external, cultural conversations.
It just so happens they believe real-time marketing
is the potential cure to these challenges. Stating that
real-time marketing’s greatest benefits are
“marketing effectiveness” (higher conversion), and
customer satisfaction and retention.

11. True Real-Time Marketing:
Real-time analytics: Tracks website visitors, signed-
in users, and entire accounts in real-time. A
complete view of customer engagement in the past
and the now.
Real-time response: That means responding to who
people are, what they have done with your business
and what they are doing in the moment, instantly.
Finally, making big data translated into
meaningful and actionable in real-time.
Captures attention and drives action. Personalize
inline content, and trigger dynamic on site
messages such as header bars, popups, tooltips, and
task lists. All based on user behaviour, works
throughout the customer lifecycle; nurtures
anonymous website visitors to free trials; converts
free trials to paying customers; guides customers to

12. success, and creates brand advocates.
However this is simply opportunistic content
marketing and advertising.
Instead truly relevant, compelling engagement
happens when you take into account the full picture
of whom someone is (past and current behavior)
specifically with your business (not with what’s
currently on TV), and combined with predictive
modeling of their future behavior, and
product/services affinity/propensity modeling of
anticipating their intention to buy or to use
customer services, or their needs for more
information (to cite some examples).
That is True Real Time Marketing.
These excerpts are derived from project done in
conjunction with SKY TV in Italy and Deloitte,
which exemplify what True Real Time Marketing
first steps in a large organization look like, and their
impact onto the organization.

14.
My biggest challenge is how to optimise True RT
Decision and Marketing across all touch points in
an mini channel media approach to consumers and
customers targeted segments beyond the more
immediate application to Web, Social Media and
telephony.

16.
The biggest challenges for the organization is that
they are willing to pay millions of USD to consulting
company sot acquire the know-how, however the
enlightened CEOs are reluctant to invest a portion
of those funds and allocate to enhance the
competencies and capabilities of the colleagues
(when feasible) or acquire these professional to then
execute against and across the phases of the

17. planning to the execution, and further down trial
testing and learning.
The roadmap to Real Time Marketing is still long
although the concept started 10 years ago, and it
requires organisations from the C-suite to the man
actors to embrace it – and significant investments
in human capital – however the ROI is measured in
an effective right customer acquisition, which
reduces curb, and increases significantly
profitability per customer whilst providing
satisfaction beyond expectation.
This article was written by Giovanni Montesanti:
the part related to Real Time Marketing was partly edited from
an article by Rob Carpenter @ Evergage including the 2 charts of
the market studies conducted by Evergage. Market research
studies on Europe for programmatic buying were “borrowed” by
eMarketer:

18. Read more at
http://www.emarketer.com/Article.aspx?R=1011236
The True RTD and Marketing examples are
derived from early work done with Deloitte and
SKY TV in Italy in 2012 but still vey actual if not
advanced for most organizations. I apologize that
some parts of these slides are in Italian.
Main
Topic:
Marketing.
Secondary
topics:
Programmatic
Ad
buying,
Real
Time
Marketing
Tag
words
for:
Marketing,
Customer
Journey,
Programmatic
Ad
buying,
Real
Time
Marketing,
True
Marketing
Date:
Oct
3rd
2014
Number
of
cumulated
views:
15,722
Number
of
cumulated
Likes:
11,112