As with most hot topics in AdWorld, “real time marketing” is a huge source of confusion. So far, the conversation has been focused on the ‘now’ – using guerilla advertising to grab the attention of consumers, for example the Oreo Superbowl dunk in the dark and Ellen’s Oscar selfie. However, what is missing, and what is becoming increasingly possible and important is the link to both the 'where’ and ‘how’.
This is the less showy, but still buzzword-worthy real time analytics and response mechanisms. The things that big data experts do to help your brand deliver personalized content to consumers in ‘real time’, as they browse the web.
For real time marketing to work, and work well, marketers need to combine both of those disparate sides of the definition and have the systems and processes to react to what’s happening in the real world, and the data and analytics to identify the consumers and present them with a relevant brand message.
Mobile adds another element – it has become the primary medium with which we connect with the web, and each other, and location is a key feature of mobile. The Internet of things is already beginning to change how people interact with their world around them. Wireless and Bluetooth powered beacons and technology are already reaching the stage of mass-market viability – and wearable technologies can be expected to create yet another layer of transformation change.
Mass technologies now available in the market can help us track consumers in their online activities, and help us respond to incoming traffic in real time, helping us connect with customers of a given profile in a given area. Much in the way that the Google algorithm or the supermarket loyalty card database try to anticipate the consumers next desire, you need to have the knowledge of what people want to see in real time.
Yes, it is fantastic if you have your process and team in place, have identified those high level communities that will take your content and make it viral. But as every competitor starts to do the same, it becomes a zero-sum game. It’s not just the direct brands competing for your market, it’s any business that is watching the same spaces as you. Eventually, there simply are too many voices competing for too little space.
A similar equation applied to the data and response mechanics that typically underpin the alternative definition of real marketing. We are seeing increasingly sophisticated tools developed to track consumers in their online activities, and help us respond to incoming traffic in real time. But again, noise is becoming an increasing challenge. And this does not just apply to brands trying to reach their audiences, but for consumers who are being inundated with conflicting and confusing messaging at every turn.
To be able to cut through the noise you need to know the consumer better than you know yourself. You need to be able to anticipate their needs and position your brand in the right way, in the right place, and at the right time. The key, is using data, both behavioral and locational, to solve the challenge of relevance. Then you truly can put the right marketing in front of the right people, in the right place, at the right time.
That for me, is the true future for real time marketing.
Michael is speaking on a panel discussion on real time marketing at ad:tech Sydney 2014 today. Stay tuned to B&T for more from ad:tech.
Michael McKeon is director at Vivant
Please login with linkedin to comment
An investigation by British broadcaster ITV has found that Amazon is destroying millions of items in unsold or returned stock. The report specifically focuses on one of the 24 warehouses the company has in the UK. According to ITV News, the destroyed items are largely unused and new, either returned items or those which never […]
Australian fashion brand Witchery has partnered with B Corp GlamCorner as part of GlamCorner’s subscription box offering as the demand for everyday essentials soars. This partnership marks another milestone for the Australian fashion industry towards becoming more circular and introducing more paths to reduce textile waste. Customers nationally will be able to rent more of […]
The media, marketing and creative industries are being encouraged to host their own ‘Curry Club for COVID’ before 30th June to help meet the ambitious $100k target set by its organisers. Curry Club for COVID, which was conceived by long-time adtech executive Peter Bray, sales director at Impact, and is powered by industry social purpose organisation […]
The UnLtd Cup is returning for its tenth consecutive year, marking a decade of soccer shenanigans that’s raised nearly $500,000 for children’s mental health charity, KidsXpress. On July 22-23rd, 28 teams from across the industry will battle it out on the soccer field in the two-day tournament at Sydney University Sports and Fitness Centre, Darlington. […]
Australian-bred company Ultra Commerce has acquired New Zealand-based company Vesta eCommerce, a global software business providing leading product data management solutions. The recent acquisition is a significant move for the business, which is Australian born, owned, and headquartered, but has built out a global presence as it pursues rapid growth in the eCommerce market. Connecting […]
Canteen’s latest campaign features the combined talents of Director Luna Laure and creative agency Crater. The campaign strives to raise awareness for young people affected by cancer. The awareness campaign centres around Harry Barentson, who at 12 years of age found out his pregnant mum had cancer. The campaign aims to bring awareness to Canteen’s […]
In partnership with storytelling agency Enthral, AFL legend Kevin Sheedy has voiced a ‘Love Letter to Victoria’ using visuals to showcase the state’s natural beauty and culture. Victoria has been hit with the worst of the coronavirus pandemic compared with any other Aussie state, experiencing four lockdowns. Sheedy partnered with Enthral to share a love […]
Telstra’s lower-cost telco, Belong, has awarded its strategy and creative account to Howatson + White, and has reappointed OMD to its media buying account, after a competitive pitch process. Howatson + White will handle strategy, planning, creative and CRM, while former agency Clemenger will continue to have a relationship with Belong, managing PR and retail activation. […]