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Copyright Be Connect 2014
DEFINITION
JUMPING ON CURRENT EVENTS and hot topics
& optimizing your marketing campaigns based
on REAL-TIME CAMPAIGN and performance data.
Copyright Be Connect 2014
REAL-TIME MARKETING CONTENT
STRONG Shareable content which
generates engagement
Connects with the audience
SURPRISES
DELIGHTS
Copyright Be Connect 2014
WHY?
*According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014
Marketers who cite the following as benefits of real-time marketing :
81% increased customer engagement
73% improved customer experiences
59% increased conversion rates
Copyright Be Connect 2014
CHANNELS?
*According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014
48% SOCIAL
45% WEBSITE
39% EMAIL
Marketers who use the following real-time marketing channels today:
Copyright Be Connect 2014
OBSTACLES
*According to the study ‘Real-time for the Rest of Us’ by Evergage and The Realtime Report, 2014
Marketers who list the following as real-time marketing obstacles :
43% lack of resources
39% time to implement
30% lack of knowledge or skill set
Copyright Be Connect 2014
PREPARE
AUTHORITY: get legal on board
+ executive approval
1 2 3
Understand TONE OF VOICE
DESIGN your RTM approach
Copyright Be Connect 2014
REAL-TIME MARKETING FLOW
TRIGGER & TRENDS
CREATIVE CONTENT
DEVELOPMENT
MEDIA PURCHASE
PROMOTION & ENGAGEMENT
MEASUREMENT & ANALYTICS
Visual Text Multimedia
News Event
Distribution coordination Outreach Response
Analysis Intelligence
Promoted posts Ads Sponsored content
Copyright Be Connect 2014
MEASURE Is RTM valuable on the long term?
PUBLIC
LIKES SHARES TWEETS
RETWEETS FAVORITES
Copyright Be Connect 2014
MEASURE PRIVATE
Is RTM valuable on the long term?
CLICK-THROUGH RATES
ENGAGEMENT SCORING
IMPRESSIONS (Paid impressions, Earned
impressions, Total impressions)
AVERAGE COST PER IMPRESSION
SENTIMENT
WEBSITE TRAFFIC
Copyright Be Connect 2014
TAKE-AWAYS
“Right time” marketing?
Smart, timely, creative and relevant content
Getting content of your message right
Humor is dangerous and can be difficult
Copyright Be Connect 2014
CONCLUSION
Advertised content about current events
Importance of ad investment
You need a program to do it well, not just a project
Stay close to your brand image
Don’t get too involved in issues, be selective
Measure
Mobile first
Copyright Be Connect 2014
SOURCES http://fr.slideshare.net/Altimeter/slides-realtime-marketing-the-agility-to-leverage-now
http://www.mediapost.com/publications/article/217625/you-can-practice-real-time-marketing-with-the-ligh.html?edition
http://www.marketingbfts.nl/berichten/realtime-marketing-de-toekomst-van-internetmarketing
http://www.dmnews.com/infographic-the-power-of-real-time-marketing/article/342292/
http://www.emarketer.com/Webinar/Six-Guidelines-Measuring-Real-Time-Marketing-Success/4000082
http://fr.slideshare.net/Spredfast/the-moneyball-moment-datadriven-realtime-marketing
http://fr.slideshare.net/purewest/master-real-time-marketing
http://fr.slideshare.net/Spredfast/striking-gold-summit-slides
http://darmano.typepad.com/logic_emotion/2013/02/real-time.html
http://www.evergage.com/blog/real-time-marketing-isnt-what-you-think-it-is/
http://www.dmnews.com/infographic-the-power-of-real-time-marketing/article/342292/
http://www.forbes.com/sites/avidan/2014/11/09/11-marketing-trends-to-watch-for-in-2015/
http://www.emarketer.com/Webinar/Eight-Trends-Watch-Social-Marketing-2015/4000093
http://www.emarketer.com/Article/Visarsquos-Shiv-Singh-This-Year-Brands-Will-Learn-How-Measure-Real-Time-Marketing/1010607
http://www.emarketer.com/Article/Determining-Real-Time-Marketing-Success-Requires-Robust-Measurement-System/1010631