New data from Econsultancy’s B2B Real-Time Marketing Report suggests that marketing has become far more reactionary and much less planned.
Digital marketers have had to conform their businesses (and sometimes, their personal lives) to accommodate the “real-time” marketing strategies that have been found successful. Below are some summaries of that real-time marketing report.
Definition of ‘real-time’ speed
Thirty-five percent of B2B respondents said that they define a ‘real-time’ response window as within one to two minutes of the initial comment. On the other hand, 48 percent of B2C respondents said that ‘real-time’ should be between one to two minutes. Interestingly, those numbers flip when they were asked about the ability to respond to customers within the following 24 hours: 29 percent of B2B respondents agreed about the timeframe, and 18 percent of B2Cs said the same.
Should every digital channel provide relevant information to customers?
The answer is increasingly yes:
- 70 percent of respondents said that their customers increasingly expect them to make available all pertinent information for every digital marketing channel (such as websites, social media, and emails)
- 59 percent of respondents said their customers expect businesses to present relevant information on all devices (such as desktops, smartphones, tablets, etc.)
- 41 percent of respondents said their customers are increasingly interested in having businesses “know” who they are based on previous interactions/registrations/etc.
- 40 percent of respondents said their customers expect businesses to know their whereabouts and what they are currently doing in order to receive relevant information from the business
Adopting and carrying out real-time practices will be slow but steady
- 23% said their real time practices are budgeted within the next 12 months
- 20% said real time practices are currently in place
- 17% said real time digital marketing was not a priority
- 16% said their real time practices are in discussion
- 13% said real time digital marketing is in the plan, but not in the budget
- 11% said they did not know or that it is not relevant at the time
Sources:
- “Three key trends from our B2B Real-Time Marketing Report.” 2014. Econsultancy.
- “4 Steps for Manufacturers to Increase Social Media Engagement and Sales.” 2014. ThomasNet.com.