the perceptions of real-time marketing and how it's achieved
DESCRIPTION
Experts predict 2014 to be the year marketers move beyond basic personalization to real-time marketing. Evergage, in association with The Realtime Report, surveyed over a 100 marketers to provide a snapshot of real-time marketing in 2014. The results in those findings include a benchmark for marketers to reference when assessing their plans for this year and beyond. We learned that 88% of digital marketers consider real-time marketing critical to their efforts, and plan to invest in real-time technology this year. Join Arthur Sweetser, CMO of Evergage, and Tonia Ries, CEO/Editor, of The Realtime Report for a deep dive into the Perceptions of Real-Time Marketing Survey. Learn how other marketers are thinking about real-time marketing and how it's achieved. Hint: It's not just about social media anymore! For the full report of the survey results, download it here: http://info.evergage.com/perceptions_of_realtime_marketing_survey_resultsTRANSCRIPT
THE PERCEPTIONS OFREAL-TIME MARKETING
AND HOW IT’S ACHIEVED.#RTMWEBINAR
HOW DO MARKETERS THINK ABOUT
REAL-TIME MARKETING?
Evergage, in association with The Realtime Report,surveyed over 100 marketers to provide a snapshot
of the perception of Real-Time Marketing in 2014.
WHAT MARKETERS THINK.WHAT IS REAL-TIME MARKETING?
BENEFITS OF REAL-TIME MARKETINGBARRIERS TO SUCCESS
HOW TO ACHIEVE IT
#RTMWEBINAR
WHAT IS RTM?
WHICH OF THE FOLLOWING QUALIFY AS REAL-TIME MARKETING?
Source: Evergage, n = 114
Personalizingcontent or creativein response tocustomer interactions
76% Respondingto customers inthe context of theirweb interaction
74% Respondingto trends and specificcurrent events insocial media
68%
Triggered emails
54%Engaging withprospects + customers
on social media withcontent and offers
49%
Mobile appswith geofencing
42%
Live website chat
66%
WHAT CHANNELS, IF ANY, DO YOU USE REAL-TIME MARKETING TODAY?
Source: Evergage, n = 97
Social
48%
Website
45%
39%
Call Center
23%
Online Display
19%
Search
18%
SMS
14%
Point of Sale
12%
None of the Above
24%
REAL-TIME MARKETING IS KEY.
HOW IMPORTANT IS REAL-TIME MARKETING TO YOUR ORGANIZATION IN 2014?
Source: Evergage, n = 97
RTM HAS GROWNBEYOND SOCIAL.
81%IncreaseCustomerEngagement
73%ImproveCustomerExperience
TOP TWO BENEFITS OF RTM
#1
#2
Source: Evergage, n = 103
81%IncreaseCustomerEngagement
59%IncreaseConversionRates
73%ImproveCustomerExperience
52%ImproveBrandPerception
46%IncreaseLoyalty
52%IncreaseRetention/Reduce Churn26%Increase
Value ofEarned Media
35%IncreaseBrandAwareness
WHAT DO YOU PERCEIVE AS THE MAIN BENEFITS OF REAL-TIME MARKETING?
Source: Evergage, n = 103
1. FOCUS ON YOUR CUSTOMERS.
2. ADD VALUE.
3. DON’T SUCK.
20% OF MARKETERS WHO TRACK THE ROI OF RTM REPORT
RESULTS ABOVE 75%.
WHAT ROI ARE YOU SEEING FROM REAL-TIME MARKETING?
Source: Evergage, n = 25
IF YOU ARE USING RTM, WHY AREN’T YOU
MEASURING ROI?
WHY DON'T YOU MEASURE THE ROI OF YOUR REAL-TIME MARKETING?
Source: Evergage, n = 45
20% We cannot measure
9% It cannot be measured anyway
We Do Not KnowHow to Measure
40% We DoNot Have the
ToolsTo Measure
40% We DoNot Have theTimeTo Measure
36%
EVERYONE SHOULD BE PLANNING TO
USE RTM IN 2014, RIGHT?
BUT LESS THAN 50% OF MARKETERS HAVE INCLUDED RTM IN THEIR 2014 BUDGET.
BUT THEY SHOULD.
IS REAL-TIME MARKETING INCLUDED IN YOUR 2014 BUDGET?
Source: Evergage, n = 97
41%
YES
59%
NO
WHAT ROAD BLOCKS ARE
HOLDING COMPANIES BACK FROM USING RTM TODAY?
WHAT ARE THE GREATEST OBSTACLES TO IMPLEMENTING REAL-TIME MARKETING?
Source: Evergage, n = 97
15% Lack of Business Case
15% In-Company Politics
4% Too Many Vendors to Choose From
4% Industry Regulation
Lack ofResources
43%Time toImplement
39% Lack ofKnowledge /Skills
30%IT DepartmentConstraints
28%
Access toData
27%
Cost
27%Relating Data
to Customers
27%PoorTechnology
Solutions
24%CompanyCulture
20%
IS THERE AN EASIER WAY?
#RTMWEBINAR
YES!JUST ASK COMPANIES WHO
ARE USING RTM NOW.
REAL-TIME RESULTS
Gardener’s Supply Company saw a 6x increase in conversion from Pinterest derived visitors. In addition, they also captured permissible email address for future marketing purposes!
REAL-TIME SPECIALIZED OFFERS BASED ON THE VISITOR’S WEB SOURCE.
If you have a source that sends you a lot of traffic, but rarely converts you can make them a special offer.
REAL-TIME RESULTS
Sittercity was able to add 250 new users, and save 70 customers from cancelling their memberships.
LIVE MESSAGES TO ASSIST PROBLEM USERS.
Engage inactive users or visitors by creating personalized messages to allow your site to act as a customer service representative.
GET YOUR COPY OF
THE COMPLETE REPORT.
#RTMWEBINAR
DOWNLOAD NOWDOWNLOAD NOW
Q&A
therealtimereport.com Learn more about The Realtime Report at
therealtimereport.com
twitter.com/RealtimeReport
#RLTM
www.Evergage.com
Free Real-Time Personalization Resources:
www.evergage.com/resources
See a Demo of Evergage
www.Evergage.com/Request-a-demo
twitter.com/evergage
linkedin.com/company/evergage