More than 78% of US business and IT executives agreed that if they could harness their data, they’d be a much stronger business.
The importance of cross-channel activity keeps rising, with nearly three-quarters of companies worldwide analyzing interactions between different online channels.
Email was the No. 1 channel where marketers sent out real-time personalized messages, used by 55% of respondents.
77% of marketers in North America said real-time personalization was a high priority.
44% of marketers either deployed or are planning real-time solutions and another 24% evaluating them.
North American marketers say the complexity of systems required (50%) is the leading concern about real-time marketing.
Marketers are devoting more time and energy to monitoring real-time conversations in social media and then rapidly developing creative to take advantage of those discussions.
The key to real-time marketing is to use data and analysis to deliver automated real-time messaging, which can rapidly respond to customer actions.
About two in five leaders were already putting out real-time offers this year to customers based on customer context, a relatively sophisticated process.
Nearly half of consumers said they would feel more positive after exposure to real-time marketing, while 46% would be more interested in the brand.