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).

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.

What is Programmatic Ad buying and how does it work?

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.

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).

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

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.

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.

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

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.    

 

         

   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.    

   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

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:

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