By Jeanne Roué-Taylor
The concept of “sense and respond” has been around for years, but it’s a relatively new concept for marketers. Times are changing very rapidly, and the rise of mobile, social and far faster cache memory applications gives the field a whole new way to interact with customers. It is an ability to sense the environment and respond immediately.
This isn’t the kind of interaction that a call center handles, or the idea of ‘touch point management’. From a process perspective, sense & respond gets much closer to the customer than ever before.
From a technology perspective, it means being able to move the marketing function out of a database-centric world and into a real-time, location-aware, flow-based marketing opportunity.
This new world is both context aware and cross channel at the same time. It differs from traditional marketing, even its most recent developments, by focusing on interaction optimization more than just the nuts and bolts of interaction.
Most companies, including startups, lack the ability to assemble and respond to context fast enough to change customer behavior. Unfortunately, real-time too often means gaining important information in the moment but doesn’t go the extra distance to meeting the customer in the moment.
What’s more, many of the systems implemented in the last three to four years are already outdated in their approach. They are not operationally real-time.
Truly operational, real-time sense and respond takes interaction to in-location, in-store or even in-basket levels of timing. It means having innovative analysis of what to expect and sensing a combination of factors in the moments they occur.
More of the same
If we stop for a minute to consider how much has changed in the recent past, we can easily assume that the change will continue and the opportunity for greater context and interaction in real-time is only going to grow. Likewise, customer expectations will shift to a demand for rewards in real-time – wherever they are and for whatever they’re doing.
Anyone who isn’t taking advantage of sense and respond will see their competition pulling away in the very near future. Time to get started.
Want to learn more? Sign up for our webinar on 2/12, Event-Driven Marketing: Success with Real-Time Omni-Channel Engagement.
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