real-time marketing. from analog to digital
DESCRIPTION
Presenting Simplify360's first webinar of its brand new series. Nishad Ramachandran - Vice President of Hansa Cequity, expresses his views on the evolution of marketing and how it became realtime.TRANSCRIPT
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Real-time Marketing. From Analog to Digital.
Image courtesy: blog.ad-tech.com
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The Second Oldest Profession
in the World?
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Salesmen and hawkers in ancient
marketplaces
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Marketing evolved as technology evolved
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Early agencies and media channels enabled mass
marketing
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The science of marketing
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Real-time mass marketing. Amul 1966
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Reactive real-time
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Guerilla real-time
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Planned real-time
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technology
smartphone
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NASA’s Phonesat project. Smartphones
as satellites
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2.4 Billion of us online1.1 Billion on Facebook1.2 Billion on Android
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From a marketer’s time. To a customer’s
time
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Automated real-time
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Real-time Stream Campaigns
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Real-time Story Telling
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Real-time Brand Campaigning
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Real-time Tactical Campaigning
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Pre-planned Real-time
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Pre-planned Real-time
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Almost Real-time
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Real-time Real-time
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Real-time Real-time
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Integrated Real-time
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Predictive Analytics Driven Real-time
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Triggered Real-time
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Real-time Manufacturing
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F*@K
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Real-time #Fail
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Real-time #Fail
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Real-time #Fail
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F*@K
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Real time Marketing =
New Business Opportunities
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Real-Time Marketing: Opportunities
• Opportunities:– A brand’s chance to wow the world• Oreo’s You can Dunk in the Dark has now become the
lexicon for wowie real-time events (Oreo Moment)
– Right moment. Right message• Best Buy Twelpeforce has found many imitators
– Brand Relevance• JC Penny’s “Dear Stilettos” captured Jennifer
Lawrence’s misstep was an opportunity to smartly plug a brand
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Real-Time Marketing: Challenges
• Challenges:– Always on Nature of the medium• You know a brand is on Twitter and you expect the
brand to respond in near real-time. So you get issues like the BankAm case
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Real time Marketing: Driving a new way of doing business
Logisti
HR
Service
R&D
Legal
Design
Sales
Mktng
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Real time Marketing: Driving a new way of doing business
Logisti
HR
Service
R&D
Legal
Design
Sales
Mktng
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New companiesNew services
Social Media Monitoring
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New CompaniesNew Services
Social Media Analytics and Insights
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New companiesNew services
Content Hubs
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New marketing thinking for a real-time world
Start with WHY
Define Objectives
Align Teams
Plan Campaigns
InternalExternal
Short term, long term, opportunistic
Define KPIsBrand ScoresSales NumbersService level improvements
Ask manymany whys
Brand impactTactical. InfluencerService Improvement
Execute
Measure against KPIs
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Real time Marketing: Orchestrating a campaign. Players
Writer
Art DirSocial
Planning
Producer
AC Mgt
Creative Tech HR
LegalSales
Compliance
Service
Marktg
ITMedia
PR
Agency Side Client Side
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Recorded webinar
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THANK [email protected]
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