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Presenting Simplify360's first webinar of its brand new series. Nishad Ramachandran - Vice President of Hansa Cequity, expresses his views on the evolution of marketing and how it became realtime.
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Real-time Marketing. From Analog to Digital.
Image courtesy: blog.ad-tech.com
The Second Oldest Profession
in the World?
Salesmen and hawkers in ancient
marketplaces
Marketing evolved as technology evolved
Early agencies and media channels enabled mass
marketing
The science of marketing
Real-time mass marketing. Amul 1966
Reactive real-time
Guerilla real-time
Planned real-time
technology
smartphone
NASA’s Phonesat project. Smartphones
as satellites
2.4 Billion of us online1.1 Billion on Facebook1.2 Billion on Android
From a marketer’s time. To a customer’s
time
Automated real-time
Real-time Stream Campaigns
Real-time Story Telling
Real-time Brand Campaigning
Real-time Tactical Campaigning
Pre-planned Real-time
Pre-planned Real-time
Almost Real-time
Real-time Real-time
Real-time Real-time
Integrated Real-time
Predictive Analytics Driven Real-time
Triggered Real-time
Real-time Manufacturing
F*@K
Real-time #Fail
Real-time #Fail
Real-time #Fail
F*@K
Real time Marketing =
New Business Opportunities
Real-Time Marketing: Opportunities
• Opportunities:– A brand’s chance to wow the world• Oreo’s You can Dunk in the Dark has now become the
lexicon for wowie real-time events (Oreo Moment)
– Right moment. Right message• Best Buy Twelpeforce has found many imitators
– Brand Relevance• JC Penny’s “Dear Stilettos” captured Jennifer
Lawrence’s misstep was an opportunity to smartly plug a brand
Real-Time Marketing: Challenges
• Challenges:– Always on Nature of the medium• You know a brand is on Twitter and you expect the
brand to respond in near real-time. So you get issues like the BankAm case
Real time Marketing: Driving a new way of doing business
Logisti
HR
Service
R&D
Legal
Design
Sales
Mktng
Real time Marketing: Driving a new way of doing business
Logisti
HR
Service
R&D
Legal
Design
Sales
Mktng
New companiesNew services
Social Media Monitoring
New CompaniesNew Services
Social Media Analytics and Insights
New companiesNew services
Content Hubs
New marketing thinking for a real-time world
Start with WHY
Define Objectives
Align Teams
Plan Campaigns
InternalExternal
Short term, long term, opportunistic
Define KPIsBrand ScoresSales NumbersService level improvements
Ask manymany whys
Brand impactTactical. InfluencerService Improvement
Execute
Measure against KPIs
Real time Marketing: Orchestrating a campaign. Players
Writer
Art DirSocial
Planning
Producer
AC Mgt
Creative Tech HR
LegalSales
Compliance
Service
Marktg
ITMedia
PR
Agency Side Client Side
Recorded webinar
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