Real-time marketing key tool for improving customer experience

Improving customer experience with a more responsive digital marketing strategy is a key benefit of real-time marketing for businesses, according to a new report.

The report, from Econsultancy and Monetate, asked client-side and agency respondents to answer what they perceived to be the main benefits of real-time marketing and found that a better customer experience proved to be the most popular answer (84% company vs. 82% agency).

The report, based on a survey of almost 900 client-side and agency respondents, also found that around three-quarters of respondents thought improved conversation was a key benefit.

Jonathan Mildenhall, senior vice president of marketing communication and design, Coca-Cola, said that for his company, the major trend in terms of content marketing will be the move towards real-time marketing.

He said: “The benefit for consumers is fresh and topical content and conversation.”

Real-time marketing is a rising trend within the industry, however further data from the report found that around a third of respondents are still not adopting these tactics.

Further findings revealed that half of company respondents (53%) currently use real-time marketing in digital channels, while 45% use it for real-time personal responses on social networks.

With business forever moving online, a digital and responsive businesses model seems to be engage consumers by providing a more human facet to a once faceless business. However some businesses are yet to realise its potential, so hurry, for you might get left behind.