This document discusses real-time marketing and design. It defines real-time marketing as marketing performed on-the-fly to determine the optimal approach for a particular customer at a specific time and place. It emphasizes that speed and agility are now crucial competitive advantages. It outlines best practices for real-time design such as setting up for success, keeping teams small, knowing roles, going with intuition, prototyping simply, tracking results, and addressing challenges around work quality, social media focus, and legacy systems.
9. “In a world where speed and agility are now essential to
success, most organizations still operate slowly and
deliberately, cementing each step months in advance,
responding to new developments with careful but
time-consuming processes…
Now more than at any other time in history,
speed and agility are
decisive competitive advantages.”
#RTDesign
13. Defined...
“Real-time marketing is marketing performed "on-the-fly" to determine an
appropriate or optimal approach to a particular customer at a particular time and
place. It is a form of market research inbound marketing that
seeks the most appropriate offer for a given
customer sales opportunity,
reversing the traditional outbound marketing (or interruption marketing) which
aims to acquire appropriate customers for a given 'pre-defined' offer. The dynamic
'just-in-time' decision making behind a real-time offer aims to exploit a given
customer interaction defined by web-site clicks or verbal contact center
conversation.”
#RTDesign
18. Re-Defined...
“Authentic communication delivered at the right place, at the right time,
with the right message linked to other stimuli;
influenced by ever-changing audience needs.”
#RTDesign
19. #1 RTM Gets Results
Changes Behaviors
Word of Mouth Web Feel Positive Try/Buy
+17% +12% +16% +14%
Search Social Media Interested In Recommend
+16% +11% +18% +22%
Media Receptivity Consider
+17% +22%
RTMresearch.info #RTDesign
20. #2 RTM is Content-Driven
“Authentic communication delivered at the
right place, at the right time,
with the right message.
Linked to other stimuli;
influenced by ever-changing
audience needs.”
#RTDesign
27. National Puppy Day
“…a special day, recognized on March 23rd annually,
to celebrate the magic and unconditional love that
puppies bring to our lives.”
-NationalPuppyDay.com
#RTDesign
35. Do it!
• Pick a client
• Find some (relevant, actionable) news
• Come up with a great concept
• Share it with your client
• Track your results
#RTDesign
48. “The ability to analyze data in real-time and make it
meaningful for our business has been tremendous.”
-Rick Wion, Director of Social Media, McDonald’s
#RTDesign
