A real-time marketing strategy is becoming imperative for marketers. Consumers are always on and always connected, and they expect personalized, at-the-moment communications from brands and retailers.
To better understand marketers' progress in devising their real-time marketing strategies, CMO.com did some research. We found the majority of marketers understand the real-time imperative--that's the good news. However, complexity of systems, access to real-time data, and privacy issues are big barriers to entry.
1. Sixty percent of marketers note they struggle to personalize content in real time, yet 77 percent believe real-time personalization is crucial.
2. Most marketers agree that real-time marketing should be defined as "dynamic personalized content delivered across channels."
3. When looking at specific channels marketers hope to leverage real-time marketing, most marketers cite digital channels such as e-mail (80 percent), Web (69 percent), and cross-channel (75 percent) as the most important and rated them highest in terms of planning.
4. Early this year, 53 percent of marketers worldwide said they planned to make greater use of real-time data in 2013.
5. When added to the marketing mix, real-time marketing provides a dramatic lift to consumer sentiment (16 percent lift), purchase intent (14 percent lift), interest (18 percent lift), likelihood to recommend (18 percent lift), and seriously consider (18 percent).
6. Real-time marketing makes other media, such as the brand Web site (12 percent), social channels (11 percent), search (16 percent), and word-of-mouth programs (16 percent), work harder.
7. E-mail rates highest among channels for real-time personalization marketing, with 80 percent of marketers finding it very important, and 97 percent finding it moderate to highly important.
8. Only half of marketers (53 percent) say dynamic, personalized content on mobile devices is highly important to their organizations.
9. While 55 percent of marketers say they currently employ real-time email strategies, 49 percent are planning real-time cross-channel marketing initiatives abd 40 percent are in the planning stages for Web marketing.
10. Complexity of systems (50 percent), access to real-time data (46 percent), data privacy issues (45 percent), and training (39 percent) represent the primary barriers to real-time implementation.
11. Consumers are 22 percent more likely to consider a brand as a result of real-time marketing.
12. The famous Oreo Super Bowl tweet got 15,890 retweets and was "favorited" 6,282 times.
13. Thirty-seven percent of marketers have not integrated real-time marketing technologies with their sales and marketing units.
14. Fifty-eight percent of respondents report that the right message and right time is the best tagline to explain real-time inbound marketing technology, while only 17 percent reported that "the power of context" is the best tagline to communicate its benefits, and 9 percent reported that "true message: every where, every time" would be a suitable tagline.
15. Increased customer satisfaction and experience (67 percent) and increased customer retention (60 percent) are the next most commonly cited benefits, with a majority also believing that real-time marketing can drive revenue through personalized offers (58 percent).