Real-time marketing takes hold

1Executive Summary

Is there a more polarizing topic among brands than real-time marketing?

Real-time marketing is expanding beyond its roots as brand-related content synced to events and spread via social media. Early results have been mixed. Its supporters point to its potential for creating engagement for brands like Coca-Cola and Visa. Its naysayers roll their eyes at well-publicized real-time marketing blunders that have tarnished brands such as Kenneth Cole and Epicurious. Praise or curse it: real-time marketing is not going away.

In fact, 76 percent of executives surveyed by Evergage use real-time marketing, and 40 percent of consumer-packaged goods CMOs surveyed by Accenture believe real-time marketing campaigns are the future of marketing. An examination of real-time marketing best practices, new tools and techniques indicates the following:

  • Real-time marketing is becoming more measurable, predictive, and influential across the entire marketing funnel, from awareness building to customer retention.
  • Brands that connect real-time marketing to their strategies across the customer lifecycle will maximize its value.
Relevant Analyst
16aeca6

David Deal

Independent analyst Superhype

Do you want to speak with David Deal about this topic?

Learn More
You must be logged in to post a comment.
No Comments Subscribers to comment
Explore Related Topics

Learn about our services or Contact us: Email / 800-906-8098