23 December 2016

Real-time marketing increasingly relevant to businesses


The online medium allows to obtain huge amounts of information in real time, data that companies must be able to process and apply to their strategy. A challenge that faces 77% of companies daily, according to the study by Neolane and the DMA.

The big data provides high-value socio-demographic data, as well as a register of user behavior, essential to better understand their interests and determine the effectiveness of the online marketing strategy. The report in question reveals the most relevant areas for the application of this type of data, with the highest percentage of respondents (60%), who have as a priority objective, to offer personalized messages according to the behavior of users.

Real-time marketing increasingly relevant to businessesOn the other hand, 57% are especially focused on improving the response rate of their different marketing actions, while 43% want to improve customer retention and 41% is going to get the big data better. 38% want to increase their income with the help of cross-selling and up-selling.

In its study, based on a sample of 235 companies in the USA, a survey was developed on its definition of marketing in real time, before which, 43% defined it on the dynamic content, personalized in all channels; And 12% as the ability to respond quickly to the conversation that is taking place.

What are the channels most valued by companies to respond in real time?

80% emphasized the importance of mailing, while 69% prioritized the web, followed by mobile devices (53%), point of sale (49%), call center (49%) and social media (Four. Five%). Seventy-five percent of respondents believe that real-time responsiveness is very important, with a personalized message.

Are companies really applying it?

Currently only 29% of marketers practice a cross-channel strategy to offer this response in real time, although 49% plan to do so in the future. More than 55% of marketers say that they already practice email marketing in real time, and 32% will apply soon. 21% use Social Media for these functions, and 34% want to implement it.

What are the main difficulties you encounter?

Half of the respondents highlighted the complexity of the tools required to carry out the recording and analysis of information, while 46% referred to the problem to access this information. 45% are concerned about the privacy of information and 39% admit that they do not have enough staff or training to carry out these functions.

Do you use big data to improve your users’ experience?