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How to Add Real-Time Communication to Your Existing Marketing Stack - Kissmetrics

How to Add Real-Time Communication to Your Existing Marketing Stack - Kissmetrics | The MarTech Digest | Scoop.it

"How to Get Started With Real-Time Communication

  • Live Chat on your Site
  • Messaging support
  • Chatbots


How to Get Started

  • Make a comprehensive communication plan.
  • Set up a dedicated service team.
  • Empower frontline employees.
  • Set up communication guidelines. 
  • Play together with your other channels.
  • Track key metrics."
CYDigital/marteq.io's insight:

Stunning chart. Messaging is the first line of offense for Customer Experience.

 

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Whats Holding Back More Effective B2B Real-Time Marketing? - Marketing Charts

Whats Holding Back More Effective B2B Real-Time Marketing? - Marketing Charts | The MarTech Digest | 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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CYDigital/marteq.io's insight:

Internal compliance, approvals, clearance from process owners, etc. There are many barriers for the B2B marketer.

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Unlock the Potential of Real-Time Marketing - Profs | #TheMarketingAutomationAlert

Unlock the Potential of Real-Time Marketing - Profs | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
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.


Avoiding Pitfalls

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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CYDigital/marteq.io'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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Jessica Hall's curator insight, November 8, 2013 9:07 AM

The rules and tips of real-time marketing

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What does a perfect agile marketing strategy look like? - Econsultancy | #TheMarketingAutomationAlert

What does a perfect agile marketing strategy look like? - Econsultancy | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
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.

  • Culture
  • Budgeting: 70% of your marketing is the planned ‘marketing as usual’ activity. 20% of your marketing should be programmatic. 10% of your marketing is purely responsive Oreo-style. For this you typically need people resource available.
  • People: you need a closely-knit, multi-discipline team, primarily comprising of content, design and tech people.
  • Rapid Response Planning
  • Radars / triggers
  • Workflow
  • Parameters
  • Brainstorming & creativity
  • Metrics
CYDigital/marteq.io'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.


  • See the article at from econsultancy.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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Creating a Real-Time Marketing Approach - Social Media Explorer | #TheMarketingAutomationAlert

Creating a Real-Time Marketing Approach - Social Media Explorer | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it
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.

CYDigital/marteq.io's insight:

Having pre-approved templates in place makes this a no brainer. Having said that:

  1. I don't know of any clients where communications do not need to pass legal review. Not tweets, but communications based on current events. You'll want to CYA.
  2. This is NOT agile marketing.


  • See the article at from www.socialmediaexplorer.com
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Real-Time Marketing: Top Concerns and Benefits - MarketingCharts | #TheMarketingAutomationAlert

Real-Time Marketing: Top Concerns and Benefits - MarketingCharts | #TheMarketingAutomationAlert | The MarTech Digest | Scoop.it

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.


CYDigital/marteq.io'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.


  • See the article at www.marketingcharts.com
  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).
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  • iNeoMarketing drives more revenue and opportunities for B2B companies using marketing technologies. Contact us
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Companies Killing It with Real-Time Social Marketing Content - TopRank

Companies Killing It with Real-Time Social Marketing Content - TopRank | The MarTech Digest | Scoop.it
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:

  1. Planning for talk – Brands need to know their point of view and be prepared to engage if they want to be the topic of conversation.
  2. Rapid-response research – Listening will become a core practice; research will have to be about the here and now.
  3. Rapid prototyping – The days of having months or years to perfect a campaign are long over.
  4. Opportunistic media – Media partners in the future will collaborate more effectively with agencies for media placement.
  5. Plan for the end – A story has a beginning, a middle and an end. Don’t fade away; give your audience a satisfying ending.
  6. Spread the payments – This applies to in-house marketers as much as agencies. Understand that budget needs to extend across the life of a campaign and that the bulk of that effort is shifting from preparation to management.
CYDigital/marteq.io'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.


  • See the article at www.toprankblog.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
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7 Steps to Becoming a World-Class Real-Time Marketer - HubSpot

7 Steps to Becoming a World-Class Real-Time Marketer - HubSpot | The MarTech Digest | Scoop.it
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

CYDigital/marteq.io'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.


  • See the article at blog.hubspot.com
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Real Time Marketing Goes Far Beyond Twitter

Real Time Marketing Goes Far Beyond Twitter | The MarTech Digest | Scoop.it

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.

CYDigital/marteq.io's insight:

 

  • Receive a daily summary of The Marketing Automation Alert directly to your inbox. Subscribe here (your privacy is protected).

 

  • If you like this scoop, PLEASE share by using the links below.

 

  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us
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