5 ways to create great real-time marketing campaigns

Campaign management platform Alterian’s CSO reveals how businesses can better engage audiences in real time

Brands and businesses serious about getting noticed in the fast-paced digital arena are turning to more strategic and creative ways to leverage real time campaign management, according to Alterian’s CSO, Jeff Hassemer.

Speaking with CMO, Hassemer highlighted five ways can ensure more powerful audience engagement and effective brand awareness in real time

Alterian’s CSO, Jeff Hassemer says it's time we give customers a more personalised real-time experience
Alterian’s CSO, Jeff Hassemer says it's time we give customers a more personalised real-time experience

1. Take the time to look at your data

“We’re not taking the time to marry the slow data with the fast data,” Hassemer said. “In real time, we tend to only focus on the fast data – what the customer is looking at right now on social or on the website. But you need to look at both in order to create a better personalisation strategy.”

As an example, Hassemer explained discount customers tend to cost businesses money, because they are looking for deeper and deeper discounts.

“So if they abandon their cart, you don’t want to discount straight away,” he said. “Reserve those for first-time buyers.”

2. Adapt to your customer’s journey

One of the areas Hassemer stressed he’s seen brands fail is adapting to the customer’s journey.

“Customers are outpacing traditional ways we are marketing to them via the customer journey map,” he said. “There are new paradigms that are coming and we need to give customers a more personalised experience."

Because of the tools we use, we have a customer journey map concept that sometimes makes us forget how the customer has interacted with us. We need to adapt to our changing environment to provide a stronger customer experience.”

3. Use an opportunity tree

Alterian recently worked with a Scottish utility company where they leveraged an ‘opportunity tree’ to discover all the ways they could better engage with audiences on social media.

“The way this worked was if an individual has a complaint on social media, we immediately flag that and try to address the complaint in a personalised way,” he said.

As a result of this new strategy, the company saw a 25 per cent lift in retention of those customers that complained, Hassemer claimed.

“Whether it is about a bill, or a service, we encouraged the customer to communicate with the business via a conversation so it could remedy the reason why the customer complained,” he added.

4. Play the game

Another Alterian client, a sporting merchandise retailer, leveraged it's customer’s love of sports by emailing them in a personalised way before and during their favourite game.

“The company would email offers for things like jerseys with their favourite player on them,” he said. “And if a customer's favourite team scored a goal, it would again trigger an email message to the customer to celebrate that with more offers.”

As a result, Hassemer said the brand saw a very interesting lift in customer engagement.

“They actually saw very high purchase rates during the games where the customer’s favourite team was winning,” he added.

5. Get creative via your content management system

In order to embrace a more creative and engaging marketing strategy, Hassemer highlighted Alterian takes a deep look into it’s clients’ content management system in an effort to develop a more creative and effective real time strategy.

“We personalise campaigns using their existing channels and serve content from the CMS via our system to make things more efficient and seamless,” he said. “Its about giving customers a non-linear approach to marketing.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO conversation on LinkedIn: CMO ANZ, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+:google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Blog Posts

Using artificial intelligence to surprise your customers

​We have expected artificial intelligence (AI) will become part of our everyday lives for quite some time.

Katja Forbes

Founder and chief, sfyte

Is customer segmentation dead?

Ginni Rometty, the CEO of IBM, announced the death of customer segmentation five years ago saying, "The shift is to go from the segment to the individual. She might have been a bit premature for most marketers, but if customer segmentation isn't dead yet, it's definitely on life support.

Richard Taylor

Senior digital strategist, Spinach

How people buy brands

Andrew Ehrenberg was a giant in the field of marketing science. He believed scientific methods could reveal law-like patterns of how people buy. In this post, I summarise one of Ehrenberg’s most important discoveries and its implications on how people buy brands.

Kyle Ross

Strategist, TRP

What a great article. Thanks for sharing. Today Digital Marketing is the basic need for a business to survive. As online presence is very...

Ecomsolver Private Limited

Want to master digital transformation? Stop thinking about your own problems

Read more

Feeling grateful that customer led digital transformation could improve business and generate more business growth. Many companies are no...

Lilly Lawrence

How a customer-led digital transformation has helped this CMO generate $6m in incremental business

Read more

If a business games me happy than there is a higher chance I will go to them.

Martinez

The Iconic: becoming customer-focussed transformed our business

Read more

That’s a great example of surprising AR ad that went viral because it was first of its kind. Probably a similar effect to some scale can ...

Natasha Kvitka

Using artificial intelligence to surprise your customers

Read more

Hey there! it is a really meaningful post. I too have written a few similar articles about SEM, SEO, Social Media, Digital Marketing Tren...

Rohit

Digital advertising continues to dominate marketing budgets

Read more

Latest Podcast

More podcasts

Sign in