Presenting Simplify360's first webinar of its brand new series. Nishad Ramachandran - Vice President of Hansa Cequity, expresses his views on the evolution of marketing and how it became realtime.
38. Real-Time Marketing: Opportunities
• Opportunities:
– A brand’s chance to wow the world
• Oreo’s You can Dunk in the Dark has now become the
lexicon for wowie real-time events (Oreo Moment)
– Right moment. Right message
• Best Buy Twelpeforce has found many imitators
– Brand Relevance
• JC Penny’s “Dear Stilettos” captured Jennifer
Lawrence’s misstep was an opportunity to smartly plug
a brand
39. Real-Time Marketing: Challenges
• Challenges:
– Always on Nature of the medium
• You know a brand is on Twitter and you expect the
brand to respond in near real-time. So you get issues
like the BankAm case
40. Real time Marketing: Driving a new way of doing business
Sales
Design
Mktng
Logisti
Legal
R&D
HR
Service
41. Real time Marketing: Driving a new way of doing business
Sales
Design
Mktng
Logisti
Legal
R&D
HR
Service
46. New marketing thinking for a real-time world
Start with WHY
Define Objectives
Align Teams
Plan Campaigns
Define KPIs
Execute
Measure against KPIs
Ask many
many whys
Brand impact
Tactical. Influencer
Service Improvement
Internal
External
Short term,
long term,
opportunistic
Brand Scores
Sales Numbers
Service level improvements
47. Real time Marketing: Orchestrating a campaign. Players
Produce
r
Creative
Tech
Service
Writer
AC Mgt
Social
Marktg
Art Dir
Planning
Agency Side
HR
IT
Media
PR
Sales
Legal
Complia
nce
Client Side
Pimps who tried selling prostitute services seem to have been the the original real-time marketers
Hawkers in marketplaces were able to reach larger audiences
Gutenberg’s printing press expanded the real of marketing
Early advertising agencies and magazines give marketers more choices for marketing
Scientific Advertising published in 1923. Download a copy here: http://bit.ly/1j7qmZw
Real-time mass marketing…
Pre-technology real-time ads that took a few days to be delivered
Pre-technology real-time ads that took a few days to be delivered
Independence day ad
Technology, social media, platforms, smartphones
More processing in a smartphone than in early satellites
Technology and social networks is now able to aggregate mass audiences
Marketing has not moved from a marketers time to consumers time. No more new-improved formula full page ads. Even if they have to be done, they are done when people are seeking for such a solution
Automated SMSs, Emails and other ads
Technologies like Unica delivering real time campaigns to people
Best Buy Twelpeforce
OldSpice @kevin part of the Old Spice Twitter response campaign. Here the first video went out to Kevin Rose, the founder of Digg. So the Digg community would share and tweet the ad