What is real-time marketing? Sending the right message at the right time to the right person. Yesterday during the Super Bowl blackout, two brands showed us that the opportunities made by real-time marketing are setting a new standard for where marketers and marketing operations need to be today.
In Fast Company, Paul Gunning just published an excellent article: Real-Time Marketing Is Upon Us- Here’s How Advertising Needs to Adapt.
Gunning points out, “There’s an unprecedented amount of technology and consumer data available to create opportunities for marketers. Yet the advertising process isn’t keeping up.”
We live in a world where marketers have an increasing amount of data about customer demographics and behaviour. As a 2012 survey by the Content Marketing Institute indicated, you are probably one of the 88% of marketers taking advantage of all the creative metrics out there by segmenting customers according to individual persona and other key decision-making factors. And maybe that’s because you believe, like 91% of senior corporate marketers, that “successful brands use customer data to drive marketing decisions.”