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"How to Get Started With Real-Time Communication
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Scoop.it!
Close to two-thirds of B2B marketers employ some type of real-time marketing, details Econsultancy [download page] in a new report produced in association with Monetate. Adoption levels should only rise, as 86% of survey respondents agree to some extent that “real-time marketing is essential as behavior, device, place and time come together,” and many perceive customer experience benefits to the practice. Yet respondents identify numerous challenges to more effective real-time marketing.
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Marteq's insight:
Internal compliance, approvals, clearance from process owners, etc. There are many barriers for the B2B marketer.
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Marketing Strategy - Real-time marketing isn't necessarily new, but marketers are now scrambling to understand how they can integrate it into their marketing mix. Here are a few tips to get started. Digest... Measuring and Using Data Establish a baseline: Real-time marketing is all about tapping into the excitement around an event or cultural experience. Know your audience: You can start to inform your real-time strategy by identifying and getting to know who is driving the conversation around a topic or event. Tap into the larger conversation: What makes real-time marketing different from other strategies is that the content is based on an audience's reaction to something as it happens. Accordingly, you should look beyond just your campaign hashtag and Tweets to see what else people are talking about.
Making Real-Time Marketing Work Remove the hierarchy: There is no room for a strict organizational approval process in real-time marketing; it could be your greatest hindrance in deploying a program. Create customer-centric content: Make sure that your customers are at the center of any content you develop for this campaign.
Don't be late: Focus on real-time marketing and not just-a-little-bit-later marketing. Don't sacrifice ingenuity for speed: Real-time marketing isn't only about speed. Brands still must maintain a sense of authentic identity and post appropriate messages.
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Marteq's insight:
Absolutely applicable to B2B marketing, especially if you've built your social media network. Take advantage of industry announcement or external events that impact your clients, and advise, advise, advise!!!
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A few months ago I compiled a list of 26 wonderful agile marketing campaigns, which proves that there are some serious wins to be had for brands that can act fast. Condensed... [I’ve outlined] the key agile marketing success factors, and to try to figure out what kind of team structure and processes need to be put in place.
Marteq's insight:
Much better than the adjacent scoop, but... 1) Still need to CYA with legal. 2) THIS IS NOT AGILE! This is a process to rapidly respond to external social/news events upon which you can capitalize. Agile is about the process to quick bring something to market, then iterate/improve over and over again.
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Tracey Parsons shares some simple steps to help your brand get more agile and into the real-time marketing game that is social media. Condensed... The key to getting into the real-time game is threefold. One, have clear brand guidelines. Like insanely clear.
Once you have created your style guide that includes do’s and don’ts for the team to execute against, we reach our second point. You will need to train the community manager to recognize a real-time marketing moment. You will never be able to plan for all of the amazingly weird things that happen in pop culture, but, if you brainstorm and design a few scenarios, it might be easier to identify those real-time marketing moments.
So, you have your guidelines and the team is listening for a real-time marketing moment, then, you will need to be ready to trust the team to authorize the creation of content in real time and execute that work.
Marteq's insight:
Having pre-approved templates in place makes this a no brainer. Having said that:
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Introduction... Real-time marketing, most often described as “dynamic personalized content across channels,” is a highly important pursuit for marketers today, per study results from Neolane and the Direct Marketing Association. Putting those efforts into gear means overcoming a series of concerns, but the perceived benefits are various and substantial. Marketers responding to the survey gave their take on both.
Marteq's insight:
Interesting that "complexity of systems required" is the number one concern. For those esconced in said systems, it's not a cause for concern, i.e., find the people or consultants who know the systems. Damn right it's complex, otherwise any knucklehead could do it.
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Is your brand empowered to connect and engage in real-time on social channels? See how brands use content to capitalize on trends, events and conversations. Introduction... Real-time social engagement is a great way for brands to stay top of mind, build their social audience and even influence the buying decisions of consumers. On-the-fly upsets to content plans and rapid response content creation are counterintuitive for most brands, though.
Summary... Marketers will require six new skills to navigate these new waters:
Marteq's insight:
Be smart, quick-witted, and AGILE. Agile marketing calls for all of us to be flexible, especially in light of marketing technologies that allow you to turn on a dime.
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7 steps for implementing a flawless real-time marketing campaign. Condensed... How to Do Real-Time Marketing Like A Boss 1) Determine Relevant Streams Before you can even consider implementing real-time marketing, you have to identify where conversations relevant to your brand are taking place. 2) Organize the Stream You can't understand or paint a clear picture of a conversation unless you have all the pieces in one place. 3) Understand the "Stream" Once you've identified your audience's neighborhood, you have to familiarize yourself with "the stream." And by stream, I mean the flow of content related to a particular area of interest for your brand. 4) Determine Influence and Relevance While it's critical to determining when, where, and with whom the conversation takes place, the relative importance of the conversation should be of greater interest to you as a marketer. 5) Set up Alerts Once the various streams of conversation have been identified, once the tenor and tone of the conversation have been established, and once the relevance of the conversation has been determined, members of your real-time marketing team and essential decision-makers need to be notified. 6) Frame the Conversation Whether you're managing a real-time marketing campaign for your own brand or for another, the conversation must be summarized and framed in a manner that is easily understood by your team, your client, or for that matter, yourself. 7) Engage
Marteq's insight:
With marketing automation and social media automation, RTM is absolutely doable. It requires a process (above), discipline and trained staff. But doable. Take note of the Influencer scoops adjacent to this scoop and incorporate outreach to Influencers.
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OK: this is interesting. The author describes Real Time Marketing, and briefs us on what it is, how the term evolved, and one way it can be implemented. Question: how does this compare to Agile Marketing? Is Agile Marketing a means to implement RT Marketing? Article summary follows... The term “real time” (RT) traces back to engineering: applications that automatically trigger an instant response to an event. Of course, marketers have taken some creative license with the term. The real time marketer is one that readies the organization for speed, agility and rapid response to unplanned events – within time frames that can impact business advantage. It means having a process for discerning which events require fast response and which don’t. But it also means having a proactive environment for rapid response, where you’re the one putting competitors (that still operate on their own timetables) on the defense.
Becoming a more responsive organization doesn’t necessarily mean you’re facing a full scale transformation. If you’re part of an organization that runs on its own timetables (versus those of customers) and is missing out on opportunity due to lack of speed and agility, there are things you can do immediately to start turning things around: 1-Create a list of the previous year’s Top 10 Firefighting Moments, where the lack of rapid response prevented you from achieving a specific business advantage through speed. Turn your focus to the top three. 2-Identify the inhibitors that prevented you from rapid response. Think about how you can re-engineer the process to eliminate the inhibitors.
Marteq's insight:
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Stunning chart. Messaging is the first line of offense for Customer Experience.
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