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Getting Real About Real-Time Marketing

By Jeanne Roué-Taylor

Real-time marketing means something a little different to everyone. The term is too-often used to describe getting information on what happened up to the moment, a rolling report of the history of something – like customer purchases, staffing costs or inventory levels. It’s like asking what time it is. There’s only an accurate answer for that one-dimensional question at one moment, then time moves on.

Real-time marketing clock

But what if real-time can mean something much different? In the event-driven marketing realm, it does. We’re going through a transformation of the meaning of real-time marketing driven by the increasing ability to know what’s happening simultaneously across a customer – their history, their location, our location, inventory, pricing, and more.

Hoping the needles move

Real-time marketing’s new definition is about being able to anticipate the scenarios that move a customer to make a purchase, taking advantage of distributed inventory, rescuing an abandoned shopping cart and driving business to the web and store. It isn’t a dashboard to watch and hope the needles move. It is a way to anticipate and act in the actual moments that matter the most.

There’s a historical component to this kind of real-time marketing, but it’s part of the context, not the answer.

But redefining real-time marketing isn’t enough. It has to be backed by event-driven marketing that connects all of those dots and provides a measurable advantage over the competition.

To learn more, download a copy of our whitepaper, “The New Event-Driven Marketing“.

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