{"id":4993,"date":"2013-08-04T21:45:31","date_gmt":"2013-08-04T21:45:31","guid":{"rendered":"http:\/\/www.thesocialcmo.com\/blog\/?p=4993"},"modified":"2014-12-20T18:20:20","modified_gmt":"2014-12-20T18:20:20","slug":"real-time-marketing-4-best-practice-examples-of-getting-it-right-at-the-right-time","status":"publish","type":"post","link":"https:\/\/www.thesocialcmo.com\/blog\/2013\/08\/real-time-marketing-4-best-practice-examples-of-getting-it-right-at-the-right-time\/","title":{"rendered":"Real-Time Marketing: 4 Best Practice Examples of Getting It Right at the Right Time"},"content":{"rendered":"

Amazon, Walgreens, eBay, and Netflix\u2014you know these companies. And if you\u2019ve done business with them, or visited their websites, they know you, too. Not everything, of course\u2014that would be creepy.\u00a0 But they probably know more than you think; they probably placed you in a category or two; and they probably know you watch spy thrillers on the weekends and order four pairs of shoes for your kids to try on, but that you usually keep just one. Even though it seems invasive on the surface, you\u2019re probably just fine with it. Why? Because they take that knowledge and enhance your experience using\u00a0real-time marketing\u2014at the right time<\/a>.<\/p>\n

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The following marketing executives all know how to use real-time data to solve problems, offer support, and make recommendations based on your needs and interests. They have helped their companies establish\u00a0customer loyalty<\/a>\u00a0by engaging in the proper context and allowing customers to feel control over the message, which leads to an emotional attachment with the brand and at the very core\u2014a\u00a0Return on Relationship<\/a>.<\/p>\n

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Example #1<\/strong>\u00a0\u2013 Neil Lindsay, VP of Marketing at Amazon<\/p>\n

If you\u2019ve shopped Amazon, you know how hard it is to purchase just one item. That\u2019s because Amazon is second to none at suggesting other items based on real-time, market-driven, user-specific data.<\/p>\n

At the 2012 ad:tech conference,\u00a0Lindsay<\/a>\u00a0explained Amazon\u2019s preference toward investing in product development and the customer experience\u2014leaning heavily on real-time customer data to enhance both\u2014so Amazon can continue to rely on word of mouth instead of more traditional marketing methods.<\/p>\n

Example #2<\/strong>\u00a0\u2013 Graham Atkinson, Chief Marketing Officer at Walgreens<\/p>\n

Walgreens<\/a>\u00a0may not strike you as a highly innovative company, but a company doesn\u2019t stick around for 112 years without innovation. Walgreens invented the milkshake, pioneered self-service shopping, and established the drive-through pharmacy.<\/p>\n

While Walgreens has lagged behind other national retailers on the e-commerce front, it has recently\u00a0made major inroads<\/a>. The key is to \u201ckeep technology simple,\u201d says Atkinson. And simple is exactly how Walgreens achieved rapid adoption of its mobile app. The app allows customers to reorder prescriptions by simply scanning the bottle, which also eliminates human errors. Refill-by-scan now accounts for more than half of all prescriptions ordered through Walgreens\u2019 mobile app. Customers also use the app to access prescription history, browse, shop, check in-store availability, and order photo prints directly from their phones.<\/p>\n

Example #3<\/strong>\u00a0\u2013 Richelle Parham, Chief Marketing Officer at eBay<\/p>\n

The\u00a0relaunch of eBay\u2019s homepage<\/a>\u00a0introduced us to \u201cthe Feed,\u201d a data-driven revamp that highlights a few of eBay\u2019s nearly 350 million items based on the user\u2019s browsing and purchasing history. Consumers can also \u201cfollow\u201d categories of items based on their interests.<\/p>\n

\u201cIn designing the Feed, we mapped out the customer\u2019s journey toward a purchase, from the moment he\u2019s aware of a product to how he researches it and then decides to buy it,\u201d said\u00a0Parham<\/a>. \u201cWe found the number one thing customers care about is curation. We also learned that big, rich photos really matter. That\u2019s why the Feed is all about creating a visual environment of the things you love.\u201d<\/p>\n

Example #4<\/strong>\u00a0\u2013 Kelly Bennett, Chief Marketing Officer at Netflix<\/p>\n

Netflix data usage is responsible for a full third of North America\u2019s total data consumption. Maybe if Netflix hadn\u2019t created such an intuitive algorithm, its customers wouldn\u2019t be streaming all day. Netflix takes customer actions and uses them to make recommendations in real time, which provides a tailored user experience.<\/p>\n

Knowing what customers want also helps\u00a0Bennett<\/a>\u00a0strategize and promote original content. The overwhelming success of\u00a0House of Cards<\/em>\u00a0and the relaunch of\u00a0Arrested Development<\/em>\u00a0are proof that Netflix knows what its customer base wants.<\/p>\n

These executives all know one thing that their customers obviously value: good real-time marketing doesn\u2019t feel like marketing, but feels like a favor enhancing the relationship.<\/p>\n

Getting real-time marketing right drives engagement and builds relationships\u2026both of which drive loyalty, and loyalty correlates directly to increased sales. Learn more on the latest in real-time and right-time marketing in this\u00a0<\/em>webinar<\/em><\/a>\u00a0and\u00a0<\/em>whitepaper<\/em><\/a>\u00a0from\u00a0<\/em>TIBCO Loyalty Lab<\/em><\/a>.<\/em><\/p>\n

Originally posted by LoyaltyLab Blog June 25, 2013<\/a><\/strong><\/em><\/p>\n<\/div>\n","protected":false},"excerpt":{"rendered":"

Amazon, Walgreens, eBay, and Netflix\u2014you know these companies. And if you\u2019ve done business with them, or visited their websites, they know you, too. Not everything, of course\u2014that would be creepy.\u00a0 But they probably know more than you think; they probably placed you in a category or two; and they probably know you watch spy thrillers … Read more<\/a><\/p>\n","protected":false},"author":6,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[137,7],"tags":[1370,1458,57,32,479,30],"class_list":["post-4993","post","type-post","status-publish","format-standard","hentry","category-all-posts","category-tedrubin","tag-ronr","tag-tedrubin-2","tag-b2b-marketing","tag-marketing","tag-ror","tag-social-media"],"_links":{"self":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4993","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/users\/6"}],"replies":[{"embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/comments?post=4993"}],"version-history":[{"count":1,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4993\/revisions"}],"predecessor-version":[{"id":4994,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/posts\/4993\/revisions\/4994"}],"wp:attachment":[{"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/media?parent=4993"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/categories?post=4993"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.thesocialcmo.com\/blog\/wp-json\/wp\/v2\/tags?post=4993"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}