Staying Agile for Realtime Marketing Success

1. ...........................................................................................................
FRESH THINKING:
REAL-TIME MARKETING
June 2013

2. ..................................................................................................................................................................................................
WHAT IS REAL-TIME MARKETING?

3. ..................................................................................................................................................................................................
• "on-the-fly" - appropriate or optimal approach to a particular customer at a
particular time and place

4. ..................................................................................................................................................................................................
• "on-the-fly" - appropriate or optimal approach to a particular customer at a
particular time and place
• push - the most appropriate offer for a given customer sales opportunity,
reversing the traditional pull model (or interruption marketing) which aims to
acquire customers for a 'pre-defined' offer.

5. ..................................................................................................................................................................................................
• "on-the-fly" - appropriate or optimal approach to a particular customer at a
particular time and place
• push - the most appropriate offer for a given customer sales opportunity,
reversing the traditional pull model (or interruption marketing) which aims to
acquire customers for a 'pre-defined' offer.
• Dynamic 'just-in-time' decision making - exploits a customer interaction (e.g.
web-site clicks, verbal contact centre conversation, etc)

6. ..................................................................................................................................................................................................
It’s about being relevant, timely and…

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"The world is changing very fast. Big will not beat small
anymore. It will be the fast beating the slow.” Rupert Murdoch
Rupert Murdoch
And fast….
fast

8. ..................................................................................................................................................................................................
Technology is evolving
&
Customer expectations are rising

9. ..................................................................................................................................................................................................5 WAYS TECHNOLOGY IS FUELLING
THE GROWTH OF REAL TIME
ACTIVITY…

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1. MOBILE – BARCLAYS PING IT

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2. WEARABLE SCREENS – GOOGLE GLASS

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3. SOCIAL MEDIA–AMEX TWITTER SYNC

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4. SEARCH – GOOGLE NOW

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5. SCREENS EVERYWHERE

15. ..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime
anywhere anyhow

16. ..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime
anywhere anyhow
• Interactions that are personalised and easy

17. ..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime
anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame -
typically hours - 24hrs a day, 7 days a week

18. ..................................................................................................................................................................................................Therefore, consumers expect….
• Urgency and ubiquity – interact AND purchase anytime
anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame -
typically hours - 24hrs a day, 7 days a week
• All across multiple devices and screens

19. ..................................................................................................................................................................................................6 RECENT EXAMPLES OF GOOD
REAL-TIME / AGILE MARKETING…

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1. OREO TURNED AROUND A TWEET WITHIN THE 34 MINUTES
OF BLACKOUT AT THE SUPERBOWL. AS WELL AS POSTING A
RAINBOW COLOURED OREO IN SUPPORT OF GAY PRIDE

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2. SPECSAVERS POSTED THIS ADVERT 2
HOURS AFTER EDEN HAZARDS WAS SENT OFF.

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3. IN LIGHT OF THE HORSE MEAT SCANDAL,
VIRGIN MEDIA AND PADDY POWER HAD FUN AT
TESCO’S EXPENSE

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4. GOLDEN WONDER SHARED THIS 3 HOURS
AFTER THE POPE RESIGNED

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5. NEWCASTLE BROWN ALE

25. ..................................................................................................................................................................................................
6. BODYFORM RESPONDED TO A COMPLAINT IN
4 DAYS

26. ................................................................................................................................................What does all this mean
for us?

27. ..................................................................................................................................................................................................
IF… Technology is evolving
&
Customer expectations are rising

28. ..................................................................................................................................................................................................AND consumers expect….
• Urgency and ubiquity – interact AND purchase anytime
anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame -
typically hours - 24hrs a day, 7 days a week
• All across multiple devices and screens

29. ..................................................................................................................................................................................................AND consumers expect….
• Urgency and ubiquity – interact AND purchase anytime
anywhere anyhow
• Interactions that are personalised and easy
• Replies/service within decision-making time frame -
typically hours - 24hrs a day, 7 days a week
• All across multiple devices and screens
TO MEET CUSTOMERS EXPECTATIONS
WE NEED TO BE….
‘AGILE’

30. ..................................................................................................................................................................................................WHAT IS AGILE?
• Agile borrows it’s principles from agile software development – rapidly
building and developing new products, getting things done, working in
sprints and pivoting to make improvements.
• Agile marketing is the need to deal with marketing in a more fluid and
responsive environment
• With a focus on:
- Validated Learning
- Collaboration
- Relevant and timely campaigns over ‘Big-bang’ campaigns

31. ..................................................................................................................................................................................................
• Customer driven
• Constantly changing
• Collaborative
• Curious
• Passion
• Always learning
THEREFORE, WE NEED TO STAY…

32. ................................................................................................................................................
Thank yoU
following this presentation, as part of fresh thinking
table19 came up with some real time marketing ideas
for our clients…. Watch this space.
www. Table19.co.uk
@wearetable19

33. ................................................................................................................................................
Image sources
• http://thetruthiseverywhere.org/wp-content/uploads/2013/05/artworks-000011871776-n5bw0y-original.jpg
• http://recombo.com/wp-content/uploads/2013/05/speed-lights-road.jpg
• https://lh5.googleusercontent.com/-xwXmGPMM8MM/UE-G4JDFoAI/AAAAAAAAAUY/vZNNLilVxXo/s800/Fullscreen%2520capture
%25209112012%252023401%2520PM.jpg
• http://makewealthhistory.files.wordpress.com/2008/10/escaltor-ads.jpg
• http://www.xda-developers.com/wp-content/uploads/2012/08/Google-Now.jpg
• http://strompay.com/img/1a/1a2/Amex_Sync_On_Twitter_American_Express.jpg
• http://www.artisopensource.net/network/artisopensource/wp-content/uploads/2012/02/i2.png
• http://www.hollyzood.com/wp-content/uploads/2011/10/omnitouch-touchscreen-everywhere.jpg
• http://i.i.com.com/cnwk.1d/i/tim/2012/10/01/Screen_Shot_2012-10-01_at_1.57.30_PM_610x451.png