Real-time marketing (RTM) is about reaching the right person at the right place at the right time. A recent study found that 77 percent of marketers believe real-time personalization is highly important to their organizations, but obstacles must be overcome to realize the benefits of these campaigns.
CMO.com reached out to marketers to hear firsthand about these obstacles.
David Berkowitz, CMO of MRY, told CMO.com:
One huge barrier to entry for real-time marketing is getting the approval to engage. You either need preapproval so you can include RTM in your general plans, or shoot first and ask for forgiveness later. Another big challenge is looking at the bigger opportunities, beyond culture hijacking, to anything that has a digital touch point and minute-by-minute optimization. One other big hurdle is appreciating the long-term planning that goes into it--getting the right people in the room and doing it in a strategic way. And, also, I think marketers need to realize that they don't have to do real-time marketing for everything. Knowing when to hold back is going to be a big focus going forward.
Chris Wareham, a director of product management for Adobe Analytics, told CMO.com:
Real-time marketing is all about speed and being able to act in the last millisecond to provide a personalized experience that encourages your customer to take a desired action. I’d say the biggest hurdle in terms of real-time marking is whether a company has the right systems in place. The marketer needs to be able to understand the customer in real time and then take action by making that understanding “live” on their digital property. This capability varies from organization to organization based largely on the amount of investment that has been made in analytics.
According to a DMA study:
Marketers in North America believe complexity of systems required (50 percent), access to real-time data (46 percent) and data privacy issues (46 percent) are the biggest barriers to entry for real-time marketing.
According to GolinHarris’s "Designing For Real-Time" SlideShare presentation (slides 47-54):
Some marketers fear losing sight of quality in exchange for agility. Can a brand produce in real-time and still maintain its standards for quality? That uncertainty is a another barrier to entry for many.