designing for real-time marketing
DESCRIPTION
The Internet, more specifically social media, has increased the speed with which we communicate. We’re Tweeting, Facebooking, texting, Pinning,Instagramming, and checking in constantly. This steady stream of information combined with the 24/7 news cycle has lead to the need for marketers to increase the speed of their engagement as well in an emerging field called “Real-time marketing.” Where there is marketing, there are designers. How do you design effectively for real-time marketing?TRANSCRIPT
Designing For
Real-Time Marketing
#RTDesign
PRO
Vegas Baby!
Klondike Bar Chillin’
#RTDesign
“In a world where speed and agility are now essential to success, most organizations still operate slowly and deliberately, cementing each step months in advance, responding to new developments with careful but time-consuming processes… Now more than at any other time in history,
speed and agility are decisive competitive advantages.”
What isReal-Time Marketing?
Real-TimeMarketing
B I N G O
What isReal-Time Marketing?
#RTDesign
Defined...
“Real-time marketing is marketing performed "on-the-fly" to determine an appropriate or optimal approach to a particular customer at a particular time and place. It is a form of market research inbound marketing that
seeks the most appropriate offer for a given customer sales opportunity,
reversing the traditional outbound marketing (or interruption marketing) which aims to acquire appropriate customers for a given 'pre-defined' offer. The dynamic 'just-in-time' decision making behind a real-time offer aims to exploit a given customer interaction defined by web-site clicks or verbal contact center conversation.”
#RTDesign
Human-Driven RTM
Customer Service
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Human-Driven RTM
Opportunistic
#RTDesign
Human-Driven RTM
Spontaneous
#RTDesign
Re-Defined...
“Authentic communication delivered at the right place, at the right time,
with the right message linked to other stimuli;
influenced by ever-changing audience needs.”
#RTDesign
#1 RTM Gets Results
+16%Feel Positive
Interested In
Consider
Try/Buy
Recommend
+18%
+22%
+14%
+22%
Changes Behaviors
+17%Word of Mouth
+12%Web
+11%Social Media
+16%Search
+17%Media Receptivity
RTMresearch.info
#RTDesign
#2 RTM is Content-Driven
“Authentic communication delivered at the right place, at the right time,
with the right message. Linked to other stimuli;
influenced by ever-changing audience needs.”
Audi #Equality
Audi #Equality
#FastFoodAddiction
42 Puppies...
42 Puppies...
42 Puppies...
#RTDesign
National Puppy Day
“…a special day, recognized on March 23rd annually, to celebrate the magic and unconditional love that puppies bring to our lives.”
-NationalPuppyDay.com
#RTDesign
Sidenote
NationalWhateverDay.com
42 Puppies...
How Do I DoReal-Time Design?
The Bridge
#RTDesign
Do it!
• Pick a client
• Find some (relevant, actionable) news
• Come up with a great concept
• Share it with your client
• Track your results
#RTDesign
Concept
Design
Revise
Review
Revise
Approve
Publish
Don’t Go Chasing Waterfalls
Best Practices ForReal-Time Design
Set Yourself Up For Success
SUCCESS
The Fewer Cooks, The Better
#RTDesign
Dream Team for RTM
• Art / Creative Director
• Designer
• Digital/Traditional Media Expert
• Account Lead
• Client Legal Rep.
• Client
Know Your Role
Image: OutlawRave
#RTDesign
Real-time Designer
• Creative
• Highly analytical
• Big data / data visualization experience
• Solid prototyping skills
• Thrive in high-pressure
Go With Your Gut
Image: Bryn Hobson
Stay Lo-Fi for as Long As You Can
Rave Reviews
Know When to Publish
Track Your Results
#RTDesign
“The ability to analyze data in real-time and make it meaningful for our business has been tremendous.”
-Rick Wion, Director of Social Media, McDonald’s
Challenges ofReal-Time Design
Work Quality
Stuck in Social
Legacy
Real-TimeMarketing
B I N G O
Thank You!@tylertravitz
GolinHarris.com