Staying Agile for Realtime Marketing Success

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Staying Agile for Realtime Marketing Success

Staying Agile for Realtime Marketing Success

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  • 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