Infographic: The Power of Real-Time Marketing

The rate at which consumers interact with brands today is faster than a speeding bullet. And if marketers don't keep up, they can lose business in a Flash. So marketers must Marvel consumers using real-time marketing.

But tapping into the powers of real-time marketing can be difficult, especially given its secret identity. To put it simply, few marketers agree on exactly what real-time marketing is. According to the “Real-Time for the Rest of Us” study by Evergage and The Realtime Report, 76% of marketers define real-time marketing as personalizing content or creative in response to customer interactions. Likewise, 74% of marketers consider responses in the context of consumer Web interactions real-time marketing, and 66% say it's live website chat. Other marketers laser in on social. For instance, 68% of marketers say responding to trends and current events via social is real-time marketing, and 49% say it's engaging consumers with social content and offers, according to the study. Triggered emails (54%) and apps that leverage the Geo-Force (42%) are also cited as common forms of real-time marketing.

Although marketers may not agree on what real-time marketing is, most do concur that it's vital to success. Eighty-eight percent of marketers say real-time marketing is important to their 2014 plans, according to the study, and 76% use real-time marketing today. In addition, 41% have included real-time marketing in their 2014 budgets. Yet, not every channel makes the league.  Social (48%), website (45%), and email (39%) are the most popular real-time heroes, according to the study.

So how can real-time marketing help the marketers of Gotham and beyond? According to the study, 81% of marketers perceive increases in customer engagement as a main benefit of real-time marketing. Other gains include improved customer experience (73%), increased conversion rates (59%), and improved brand perception (52%).

But evil forces can stop marketers from implementing real-time marketing.  Lack of resources (43%), time to implement (39%), and absence of knowledge or skill set (30%) are some top nemeses. Measuring ROI can help marketers overcome these evils.  According to the study, 36% of marketers who have implemented real-time marketing measure ROI. These marketers' results are going up, up, and away: 20% of marketers who measure it report ROI of more than 75%.

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