real time marketing reality check

8/6/2019 Real Time Marketing Reality Check

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NY 11 RealtimReality Check Su

realtime marketing prepping for prime


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overview

RLTM NY 11, presented by the Realtime Report, was inspiring and educational with engapresentations about todays best realtime marketing case studies and exciting speaker p

featuring category leaders. And while there was real optimism and commitment to reamarketing, The Halo Group sponsored Realtime Marketing Reality Check survey findings showmarketers still face challenges implementing new marketing strategies within their own compan


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The Halo Groups Realtime Marketing Reality Check Survey findings show that while realtime mevolving rapidly there are certain operational realities that are making the adoption of new comstrategies difficult. The survey identified four key areas marketers need to focus on in order to implement realtime marketing: culture, training, technology and budget. The following are the key feach area:

A Culture of InnovationIts no surprise that 75% of attendees described theirworkplaces as innovation obsessed or innovationencouraged at a conference about realtime marketinginnovations, but what stood out was that 1 out 4 describedreceptivity to innovation in their company as only baby stepspermitted.

Lack of Social Media TrainingWhile the majority of attendees were already using orintended to use some form of social media as part of theirmarketing mix, only 14% had a highly developed trainingprogram for staff that manages their brands presence.

Got Mobile Website?Like social media, most attendees were planning on some form of mobile marketing within the next year, hoonly 25% have a completely mobile-friendly website.

Realtime Marketing < 25% BudgetWhile Shiv Singh of PepsiCo was advocating for at leasof ones budget to be on realtime marketing effortslionshare (71%) of respondents allocate less than 25%.

realtime marketing prepping for prime


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about the survey

The Halo Group designed an innovative realtime program that used a QR code to accesmobile survey, where respondents where asked 8 questions about marketing and were ente

into a drawing. The responses were tabulated on the spot using google documents, a winner chosen at random and the results presented within an hour of closing the survey.

The survey was designed to help understand the reality of creating, implementing and measurealtime marketing efforts. And there was no better a place than the RLTM Conference, whattendees included marketers from top brands and the industrys best marketing communicatpartners.


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survey vitals

8question multiple-choicemobile survey accessedvia QR code at RLTM

77respondents, roughlyone-third of all attendees

1winner of an iPa


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question 1:

Rate your companysreceptiveness to realtime

marketing.

Baby Steps Permitted24%

Innovation Encouraged46%

Innovation Ob30%


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question 2:

How are you using social media, mobile marketingother realtime marketing efforts as part of yourmarketing strategy?

5

2521

53

13

27

42

Customer

RelationshipMarketing CustomerAcquisition

Revenue

GeneratingPromotions

Brand

Building andDevelopment CustomerService MarketingResearch Other


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question 3:

Do you have an internaltraining program for staff

that manages your brandssocial media presence?

CustomerRelationshipMarketing

CustomerAcquisition

Revenue

GeneratingPromotions

Brand

Building andDevelopmentCustomer

Service MarketingResearch Other

None

42%

External Partners

4%

Limited Rules of Engagement39%

Highly Developed T14%


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question 4:

Does your brand have amobile-friendly website?


CustomerAcquisition

RevenueGeneratingPromotions

BrandBuilding andDevelopment

CustomerService

MarketingResearch Other

Not Really41%

It Mostly Works31%

Yes, 100% Compat25%


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question 5:

What is your experiencewith QR codes?


CustomerAcquisition

RevenueGeneratingPromotions

BrandBuilding andDevelopment

CustomerService

MarketingResearch Other

Today Was M21%

Im Dabbling75%

QR


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question 7:

What portion of yourcurrent marketingbudget is dedicated to

realtime, social media,or mobile marketingefforts?

4

5

13

21

6

75%

None


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question 8:

What/who do you thinkis the biggest barrier togetting buy-in for

innovative marketingstrategies?

20

16

5

4

2

10

Geeks(IT)

Board

Staff

None

Head Honcho(CEO)

Moneybags (Finance)


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about the halo group

Founded in 1994, The Halo Group is an independent marketing communications and brandagency, specializing in the education, consumer products, travel/tourism and financial industHalo brings together a roundtable of seasoned marketing, branding, creative, traditional, digand mobile advertising, public relations and social media experts to work with a select grouinternational clients. Halo has been honored with more than 250 industry awards. For minformation, visit online at www.thehalogroup.net or via mobile at thehalogroup.net/mobile/.


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about the realtime report

The Realtime Report(formerly known as TWTRCON) is entirely focused on the business use ofsocial, mobile and realtime web. Its products include The Realtime Conference, a one-day evthat features case studies and best practices from leading brands, non-profits and governm

agencies; and the web site and email newsletter, TheRealtimeReport.com focused on somedia business case studies, statistics and campaigns. The Realtime Report and The RealtConference series are produced by Modern Media, a team of people dedicated to driinnovation in the media industry.


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www.thehalogroup.net350 Seventh Ave, 21st Floor

New York, NY 10001 P: 212.643.9700Mobile: thehalogroup.net/mobile/

Facebook: thehalogroupnyTwitter: @thehalogroup

Press/Media Inquiries: Lara Cohn, [email protected]

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real time marketing reality check

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