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Real-time Marketing. From Analog to Digital.

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Presenting Simplify360's first webinar of its brand new series. Nishad Ramachandran - Vice President of Hansa Cequity, expresses his views on the evolution of marketing and how it became realtime.

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Real-time Marketing. From Analog to Digital.

  1. 1. Real-time Marketing. From Analog to Digital. Image courtesy: blog.ad-tech.com
  2. 2. The Second Oldest Profession in the World?
  3. 3. Salesmen and hawkers in ancient marketplaces
  4. 4. Marketing evolved as technology evolved
  5. 5. Early agencies and media channels enabled mass marketing
  6. 6. The science of marketing
  7. 7. Real-time mass marketing. Amul 1966
  8. 8. Reactive real-time
  9. 9. Guerilla real-time
  10. 10. Planned real-time
  11. 11. smartphone technology
  12. 12. NASA’s Phonesat project. Smartphones as satellites
  13. 13. 2.4 Billion of us online 1.1 Billion on Facebook 1.2 Billion on Android
  14. 14. From a marketer’s time. To a customer’s time
  15. 15. Automated real-time
  16. 16. Real-time Stream Campaigns
  17. 17. Real-time Story Telling
  18. 18. Real-time Brand Campaigning
  19. 19. Real-time Tactical Campaigning
  20. 20. Pre-planned Real-time
  21. 21. Pre-planned Real-time
  22. 22. Almost Real-time
  23. 23. Real-time Real-time
  24. 24. Real-time Real-time
  25. 25. Integrated Real-time
  26. 26. Predictive Analytics Driven Real-time
  27. 27. Triggered Real-time
  28. 28. Real-time Manufacturing
  29. 29. F*@K
  30. 30. Real-time #Fail
  31. 31. Real-time #Fail
  32. 32. Real-time #Fail
  33. 33. F*@K
  34. 34. Real time Marketing = New Business Opportunities
  35. 35. Real-Time Marketing: Opportunities • Opportunities: – A brand’s chance to wow the world • Oreo’s You can Dunk in the Dark has now become the lexicon for wowie real-time events (Oreo Moment) – Right moment. Right message • Best Buy Twelpeforce has found many imitators – Brand Relevance • JC Penny’s “Dear Stilettos” captured Jennifer Lawrence’s misstep was an opportunity to smartly plug a brand
  36. 36. Real-Time Marketing: Challenges • Challenges: – Always on Nature of the medium • You know a brand is on Twitter and you expect the brand to respond in near real-time. So you get issues like the BankAm case
  37. 37. Real time Marketing: Driving a new way of doing business Sales Design Mktng Logisti Legal R&D HR Service
  38. 38. Real time Marketing: Driving a new way of doing business Sales Design Mktng Logisti Legal R&D HR Service
  39. 39. New companies New services Social Media Monitoring
  40. 40. New Companies New Services Social Media Analytics and Insights
  41. 41. New companies New services Content Hubs
  42. 42. New marketing thinking for a real-time world Start with WHY Define Objectives Align Teams Plan Campaigns Define KPIs Execute Measure against KPIs Ask many many whys Brand impact Tactical. Influencer Service Improvement Internal External Short term, long term, opportunistic Brand Scores Sales Numbers Service level improvements
  43. 43. Real time Marketing: Orchestrating a campaign. Players Produce r Creative Tech Service Writer AC Mgt Social Marktg Art Dir Planning Agency Side HR IT Media PR Sales Legal Complia nce Client Side
  44. 44. Recorded webinar
  45. 45. nishad.ramachandran@cequitysolutions.com THANK YOU!
  46. 46. Connect with us

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