Study Shows Strong Performers More Likely to Customize Experience in Real Time and Gain Market Share
During the 2014 World Cup, Nike and Google released online and mobile campaigns in 15 different countries in real time. For example, during the Brazil vs. Cameroon match, an ad went live across thousands of sites and mobile apps featuring Brazil’s star, Neymar Jr., who scored two goals that day. The ads were timely and geared toward mobile users, who could rotate their phones and see images of Neymar at different angles and interact with the video, adding filters and headlines. The eight real-time campaigns released during the 2014 World Cup generated more than 2 million fan interactions across 200 different countries.
Now, more than ever, it is critical for marketers to invest in real-time marketing that can be accessed via mobile. Mobile phones are changing not only the way we interact with the world, but also our expectations of the world. The content of marketing, which was once a brand-to-consumer monologue, is now a brand-consumer dialogue. Consumers assume that they will receive personalized communications and expect a seamless shopping experience across channels, and they turn to social networks to discuss brands. But more than that, consumers want an experience relevant to their location, a current event, a cultural happening—an experience that is dynamically personalized in real time.
For example, Walmart’s iPhone app displays in-store product searches, maps, and promotions specific to the store you are entering. Google Now’s technology enables the iPhone app to provide you with information about your upcoming flights, the weather in the city you will be traveling to, and the traffic between your office and home, before you even ask. And soon enough, we can expect retailers, event organizers, transit systems, and others to beam individual offers and location-specific messages directly to consumers’ smartphones through Apple’s iBeacon technology.
Recently, Rosetta Consulting polled 87 marketers and senior executives across industries about their approach to delivering engaging experiences. Each company was assessed on a broad range of best-practice areas, including culture, strategy and insights, technology, and measurement and optimization. Strong-performing companies were significantly more likely to employ real-time mobile and marketing tactics in addition to other best practices and as a result were 2.2 times more likely to have experienced an increase in market share in the past year.
More specifically, Strong Performers were:
- 50% more likely to leverage mobile to reach customers
- 4.2 times more likely to agree that their “technology platforms and capabilities enable us to develop and customize marketing tactics across all channels in real time”
- 5 times more likely to indicate their “customer data is automatically analyzed and made available via reporting tools to inform business decisions” (i.e., marketing campaigns)
- 4.7 times more likely to report investing “in data platforms that allow us to collect and leverage customer data in a timely way”
There is a critical need for real-time mobile marketing, not only to create brand value as evidenced above, but also to deliver value to the consumer. Rosetta Consulting also reached out to nearly 5,000 consumers in a follow-up survey and found that highly engaged consumers report that mobile apps cause them to be more loyal than most other forms of marketing do.
To learn more about how brands are approaching real-time, mobile marketing and customer engagement today, please see the complete white paper summarizing Rosetta Consulting’s 2014 Brand Marketing Survey.