Curing 3 common real-time marketing mistakes (30 Jun 2015, The Wise Marketer)
The Wise Marketer - Home Subscribe to our RSS feed!   Share it!   
Email this page to a friend! Tweet this! Share this via LinkedIn! Share this on Facebook! Share this on Google Plus!
  Mobile Edition Tablet Edition
   The Wise Marketer          Customer Strategy Network             Log In          Register for Free   
  
Stay up to date with What's Hot in the world of Customer Loyalty and Marketing All the latest Customer Loyalty and Marketing News and Developments worldwide - just the facts Facts, Figures and Stats to support your Loyalty, Engagement and Marketing initiatives Opinion and Analysis from the world's most respected Customer Loyalty and Marketing luminaries
The Loyalty Guide - the only complete global Guide to Customer Loyalty, Engagement and Marketing Feature Articles and How-To Guides by the world's most respected Customer Loyalty and Marketing experts Details of the top Customer Loyalty and Marketing Conferences worldwide Search The Wise Marketer from top to bottom!
   The Wise Marketer   

Get your headlines by email every Thursday - Free!

Curing 3 common real-time marketing mistakes

   
Swap to the printable version of this page
Print!
 

Tuesday June 30, 2015                      Tweet this article

 


There's no doubt that the proliferation of mobile devices has excited the marketing industry like few innovations before. In fact, a study of more than 1,800 Millennials (aged 18-36) found that today's consumers no longer care about where they are or what device they're using when interacting with a brand, according to Paige O'Neill, chief marketing officer for SDL.

Consumers now expect brands to travel with them by responding to and anticipating their needs. This not only opens up new and exciting methods for brands to interact in real-time and develop relationships with consumers, but the demand for consistent and seamless interaction also introduces new marketing challenges. These consumers are creating and making available so much data that they expect brands to deliver compelling, relevant and highly personalised experiences. Content may be King, but context (i.e. what's happening right now) is the Queen.

The need for marketers to look to data for insights has never been higher; but the key to success is in not just looking in a historical sense, but providing context (using location, time of day, device, etc.) to this data in order to predict future habits and intents and meet those needs with the right content. The business case for real-time, contextual interaction is there, as almost 70% of consumers across the globe are willing to pay more for a better customer experience.

Here, then, are the three basic real-time marketing mistakes that many brands are making - and how to solve them:

  1. No 'real' strategy for real-time marketing
    As consumers flock toward mobile devices to do everything from reading the news to executing complex banking transactions, the demand on marketers to engage with them in real-time and create better experiences has never been greater. The imagination of executives is running wild with ideas to engage and develop relationships with customers wherever they might be. However, too many firms are only implementing ideas and not a cohesive strategy. This is quite common in the airline industry where loyal fliers will subscribe to status updates and download mobile apps providing lots of valuable data that power valuable real-time use cases.

    However, the email and web experiences for these same customers are impersonal and often leverage old data despite having real-time user data. In a study conducted by the CMO Council, 56% of companies consider themselves to be customer-centric, but when the customers of these companies are asked about their experiences, only 12% agree. This suggests that companies believe they're delivering value, but they're not putting themselves in the shoes of the consumer and understanding just how disjointed all of their interactions actually appear to their customers. Since most interactions happen in real-time, it's critical that the data driving those interactions is always complete and up-to-date.
     

  2. Disconnected data sources
    Whenever a new channel is developed, marketers immediately start running the race to see how quickly they can get their brand on the channel regardless of process, which usually means a specialised tool. However, the explosion of unique tools, data sources, and the big data associated quickly becomes unmanageable. The problem is complicated and lots of companies simply leave it be, and that's a huge issue for consumers! 90% of consumers say that they will use multiple devices when making purchases. But if your business has numerous data silos and disconnected profiles for each data source, a consumer is going to have to start all over again whenever they move from one channel to the next. Combining historical transaction details, current relevant data and demographic information into one single unified view of the customer will drive real-time marketing.

    Businesses around the world lose over US$80 billion a year simply due to poor experiences as almost 89% of consumers will begin doing business with a competitor following a poor experience. The most effective real-time marketing is when a consumer knows that no matter when and where they interact with your brand, you're using the data they've voluntarily provided. If you're just starting on a Single Customer View (SCV) journey, make your first goal to match-up customer records from each source so you know the size of your customer base and can pull the right information from the correct data source when needed.
     

  3. Internal process delays
    From a real-time marketing perspective, executives will pay a lot of attention to the people and the technology, but often fail to think about process. Because real-time happens so fast, a lot of the processes that exist for traditional marketing simply don't translate. The shelf life for some real-time use cases is measured in seconds and missing that window will render the insight or opportunity worthless. In fact, it's very difficult to have a process when things need to happen in real-time.

    The answer is to look at technology as a way to help scale and execute real-time marketing strategies in lieu of a process. Marketers should consider tools that have the critical campaign management capabilities with a Single Customer View, reporting, and real-time execution channels all deeply integrated as one real-time marketing solution. With one solution, marketers can design journeys and optimize moments of engagement in real-time at scale and worry-free.

Today's customer journey is completely driven by consumer behaviour and preferences making real-time marketing one of the most important digital and ecommerce requirements of any business. Even through the myriad of platforms consumers use to interact with a business, 60% of millennials surveyed by SDL expect a consistent experience from brands whether they interact online, in store or via phone. These statistics indicate how critical it is for marketers to deliver the best customer experience possible.

"Customers have changed their expectations for engagement and in order to remain competitive you need to make rapid changes to adapt," concluded O'Neill. "Make sure you are constantly re-evaluating your tactics to provide the best omnichannel experience, as the new channels and methods of engagement customers are using today are only the beginning."


More Info: 

http://www.sdl.com

> The Customer Loyalty Marketing Guide

Tell a friend about this article Tell a friend   or   Tweet this article

Have your loyalty news delivered - free.

Get all the most important customer loyalty and marketing news by email every Thursday, and it's still absolutely Free ...
Sign up!

 

What is The Wise Marketer?

We're the only truly unbiased, global source of news & research for customer loyalty and marketing professionals...   Join Free Here

See The Loyalty Guide 7 up close, and find out how to increase profits and market share with more effective loyalty marketing!

Join nearly 13,000 other loyalty and marketing professionals and get our free weekly news roundups...

Sign Up For Free

Subscribe and follow...

Get our free weekly newsletter
Follow us on Twitter
Access our RSS news feed

Hot off the presses...

What's been happening recently?

Study: Mobile gamers exposed to loyalty programme spend 12% more - Mobile coalition loyalty platform koomalooma presented this week the results of its study of 5,000 Turkish mobile gamers at Gamescom 2016 in Amsterdam. The research includes ...
UK: Nectar leverages AI in move into the digital age - Long-running coalition loyalty progammes such as Nectar in the United Kingdom and Air Miles in Canada were born in the age of direct mail and paper vouchers and now find themselves ...
Special offer: Join our FREE Loyalty Academy beta test on July 26! - The Wise Marketer Group is pleased to announce the beta launch of the Loyalty Academy, the first-ever online certification programme for loyalty marketers. As you are all ...
Insight: Priceline leverages AI to build loyalty - Seeking Alpha provides a look inside the plans of Booking.com, a division of Priceline, to combat hotel loyalty programmes not by competing with a loyalty programme of their own, but by ...
India: Aimia launches Nectar India - Last week, Montreal, Canada-based Aimia Inc extended their Nectar coalition loyalty brand into India with the launch of Nectar India, an e-commerce coalition programme, launched in partnership with ...
Canada: Supreme court upholds BC pharmacy rewards ban - Lots of loyalty news out of Canada this week. Here's the latest: following up on our report out of Canadian provice British Columbia concerning the provincial ban on earning reward ...
Canada: Huggies adds mobile, bonuses to reward programme - Canada's Marketing magazine reports that Kimberly-Clark's Huggies diaper brand is ditching the traditional boxtop code-entry model of CPG loyalty for a mobile application that ...
Canada: mobile startup Drop takes on the "loyalty mafia" - Betakit.com, a publication covering the Canadian startup industry, reports on the ambitious plans of Drop, a Toronto-based loyalty programme startup that aims to disrupt the consumer ...
Insight: Online hotel wars heat up - but at what price? - The Wall Street Journal reports that the tension between major hotel brands and online travel booking sites has escalated into a shooting war, with hotels now pursuing aggressive ...
Insight: Top mobile loyalty activations of Q2 - The intrepid Alex Samuely at Mobile Commerce Daily has named her top ten mobile loyalty activitations of Q2 2016. That there are enough mobile loyalty launches happening today that Samuely can ...
Insight: How airlines measure customer value - Over at Smart Data Collective, contributor Mark Ross-Smith provides an in-depth look at how airlines leverage data analytics to determine customer value at the individual level. The methods have ...
Insight: Are these the four fundamental attributes of customer loyalty? - CRM guru Denis Pombriant has launched a new article series over at E-Commerce Times discussing the "four basic attributes" required to build customer loyalty in the ...
Insight: How valuable is non-transactional data? - We always enjoy keeping up with the discussions on RetailWire, and this week sees the publication tee up a robust one on the importance of non-transactional data to personalised offers. With ...
Insight: Is customer experience sufficient to win loyalty? - GeoMarketing has a revealing interview with Thom Kozik, VP of global loyalty for Marriott International, who argues that "loyalty is absolutely a dated concept" and that "generic ...
Insight: The North Face takes the high road to loyalty - A terrific article from CMO Innovation highlights several best practices for designing and implementing a successful retail loyalty strategy. Apparel manufacturer The North Face found ...
US: Pepperidge Farm launches digital loyalty programme - US-based baked goods manufacturer Pepperidge Farm has launched its first digital rewards programme for consumers on PepperidgeFarmReward.com. The programme is heavy on experiential ...
Survey: Consumers don't want to give up personal data - Brands are facing an uphill battle when trying to reach connected consumers today; more than half don't want brands to have any of their personal information, according to a new Boxever ...
Brexit won't have significant impact on earning, says Aimia - The recent "Brexit" vote, in which the voters of the United Kingdom voted to exit the European Union, has roiled financil markets and sent multi-national corporations doing ...
US: More details on Chipotle's loyalty promotion - As we reported back in May, troubled US-based fast-casual restaurant chain Chipotle is trying to reverse its flagging fortunes with a loyalty promotion. The programme, called Chiptopia, is ...
Australia: Woolworth's announces another round of loyalty changes - Business Insider Australia reports that, a mere eight months after launching its new $500 million loyalty programme, Australian grocer Woolworths is revamping the programme ...

  ... Never miss anything important - join nearly 13,000 marketing professionals and get our free weekly newsletter, written by marketers for marketers - sign up here!

 

See The Loyalty Guide 7 up close, and find out how to increase profits and market share with more effective loyalty marketing!
  
                          
   The Wise Marketer   
   Published By & Copyright 2016 Customer Strategy Network / The Wise Marketer. All rights reserved.   
The Wise Marketer - Home Subscribe to our RSS feed! Share this on Facebook! Share this on Google Plus! Tweet this! Share this via LinkedIn! Email this page to a friend!