Real-time marketing has applications across the entire industry. It is changing traditional approaches, from consumer research, strategy, creative testing to campaign optimization and CRM. When done well, it can deliver faster, better informed and more effective communications.
There are two key aspects to real-time marketing. The first is where a brand responds to a current, cultural event and expresses its voice or opinion, in order to drive brand awareness and consideration. The second is the use of real-time data to understand a consumer's 'need state', delivering a contextually relevant message.
1. Data-led, real-time creative execution will always need human input
Programmatic enables brands to serve personalised creative execution in real time, based on data and at scale. To be successful brands should pay focus on:
- Data – reliable and a large enough data set to make the investment in data-led creativity worthwhile
- Clear strategy and goals
- Technology – ensuring you have what’s needed to support the goals
- Measurement – accurate on what’s working and why, encompassing creative and media, using KPIs that reflect goals
- Creative – ensure it is consistently well-branded
- Creative talent – creativity, problem solving, ensuring creative is understandable and fits the brand and its campaign can only come from people not data or machines