4 reasons why your digital promotions need real-time data right now
Taxi? You got it. Pizza? It’s on its way. Campaign data? Oh. Better wait a month or two. In an age of instant gratification real-time marketing is not just nice to have; it’s necessary. The reality is many marketers are reacting too late, with just 26 per cent believing that real-time customer experience is ‘fundamental’ to their business according to a cross-channel marketing report.
Authored by Mark Hurst, Sales Director, Eagle Eye.
The good news is you can close this loop and get ahead of the competition with data on-demand. So, what are the key game changers?
1. Measurement and results are instantly available across all channels
Real-time data means retailers can instantly see what consumers are buying – whether it’s in-store, online or via mobile. Brands and their agencies can track ROI per media channel in real-time and tailor marketing efforts across each channel to maximise engagement.
A campaign last year for Coca Cola enabled consumers to claim a free 500ml bottle is a prime example of this. Coca Cola Great Britain set up the campaign, chose the distribution mechanism and tracked the effectiveness of the distribution channels, all through a single platform, resulting in a 25 per cent redemption rate.
2. Real-time data helps you optimise against market conditions
It gives marketing teams the opportunity to react to things such as stock levels and the weather to pinpoint the right customers at the right time in the right place. No-one wants to see your barbecue ads if it’s pouring down with rain – you might as well be pouring budget down the drain.
Rainclouds gone? Use a digital promotions platform to send the right message to the right consumer at the right time via SMS, push notifications or email with a digital messaging platform.
3. You can react in real-time to strengthen success and mitigate failure
Real-time data enables marketers to make relevant changes to existing campaigns or introduce new promotions depending on how they’re performing. Equally, campaigns that aren’t doing so well can be switched off to avoid loss of revenue.
Online insights also enable retailers to drive footfall back into store, analyse engagement in real-time and create location-based triggers to target consumers with personalised offers when they shop in-store.
4. Real-time data means more effective re-marketing
Drive sales by making consumers aware of current offers on products and places they have previously shown interest in with the help of real-time data. Armed with purchase information retailers can build detailed consumer profiles from which to target consumers with relevant personalised offers at the right time.
Talking of personalisation, 34 per cent of a shopper’s choice of retailer is influenced by tailored personalised experiences that are relevant to their needs, while 72 per cent of smartphone users purchase after receiving a relevant promotion (Planet Retail).
It’s time to get started with real-time. Find out more about Eagle Eye digital promotions.
Mark Hurst, Sales Director, Eagle Eye.
Email: info@eagleeye.com
Web: www.eagleeye.com
Twitter: @WeAreEagleEye
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Eagle Eye
Eagle Eye is a leading SaaS technology company that securely validates and redeems digital promotions in real-time for the grocery, retail and hospitality industries.
The...