Good morning, marketers, how real is your real-time marketing?
“Real-time marketing” is one of those buzzwords we hear a lot – and it sounds great in theory. But in real life, how can marketers actually make real-time work?
In his Discover MarTech presentation last month (now available free on-demand), Pegasystems Product Marketing Manager Andrew LeClair said the primary issue is we have 7,000 marketing technology solutions but no way to effectively combine multiple disparate systems in a way that delivers sustainable real-time marketing efforts.
According to LeClair, marketers are unable to stitch together the multiple platforms they’ve implemented to create a “centralized decision authority” — one that can deliver actual real-time marketing events based on customer engagement across channels, historical data, purchase interactions and more.
So how do we make it work? Real-time marketing relies on four specific capabilities: detection, data, decision and delivery, said LeClair. Perhaps chief among these capabilities is the marketer’s ability to detect a customer’s moment of need. “Because we’re sensing needs in real-time, we can be proactive in our retention efforts, reducing our churn, reaching out to the customer before they even get the chance to think about leaving,” said LeClair, “And that’s really, at the end of the day, how we optimize for customer lifetime value which is what all of this is about.”
There’s more to read below, including an update on a new TikTok feature that lets users consent to their videos being used for TikTok marketing purposes.
Taylor Peterson,
Deputy Editor
