What is this new tool
companies are using to optimize customer relationship and complement their
e-commerce strategy?
RTM, which stands for Real Time Marketing, is a
new concept of marketing based on customer’s behaviour and actions on their
website in order to provide better services and push more pertinent
advertisement in real time. Clearly, it consist in using all the data regarding
the actions of the customers of the website, to immediately send triggered
emails, to entertain a discussion through social medias, to promote live events
and even propose location based deals according to the customer’s location.
When
successfully done, RTM can make people interact with your company of social
media, by liking, sharing or retweeting: so by focusing on technology and
improving the customer relationship and engagement, you then can collect huge
amount of data about customer behaviour to push him the right product/service,
at the right time and at the good price.
“RTM enables companies to a 16% lift in
customer sentiment, a increase of 14% in purchase intent and 18% in interest
(…) LeadSift’s data reveals that consumers are 22% more likely to consider a
brand as a result of real-time marketing.”
With all these
benefits listed, why not all brand and company are developing an efficient
real-time marketing strategy?
Today, many companies are limited in the use of
real-time marketing, for those main reasons: Limited budget and resources, staff
can’t respond quickly enough, lack of search analytics tools, lack of real-time
data and knowledge.
Real-time
marketing is very efficient tool, with impressive results, when of course it
can be afforded. For the moment only prestigious brands and important companies
are able to develop a profitable RTM strategy.
http://digitalmarketingmagazine.co.uk/articles/the-increasing-importance-of-real-time-marketing
