ATTENTION: Due to system maintenance on Friday, October 24, this site may be unavailable for up to four hours starting at 11PM ET.
Marketers are beginning to focus on getting out real-time messages that respond to what consumers are doing “now.” According to an April 2013 survey from the Direct Marketing Association (DMA), on behalf of Neolane, a real-time marketing technology provider, 77% of marketers in North America said real-time personalization was a high priority.
While there is still some question as to what marketers mean when they talk about “real-time marketing,” the survey found that definitions are crystallizing around one primary idea of “dynamic personalized content across channels.” Subscribed to by 43% of marketers, this response had a 30-percentage-point lead ahead of the next most popular definition.
For now, though, even if marketers are beginning to understand real-time marketing, it is still much easier to harness certain channels over others.
Email was the No. 1 channel where marketers sent out real-time personalized messages, used by 55% of respondents. The web channel was the next most popular for getting out real-time messages.
In the future, however, email will move—somewhat—to the back burner, as marketers focus on other real-time messaging channels. Cross-channel real-time messages, while sent out by only 29% of marketers at the time of survey, saw the most interest for future implementation, at 49%. Mobile devices will also become more important to real-time marketers, with 42% planning to invest going forward.
But investment in the technology that will make real-time marketing more automated and responsive is still somewhat limited, indicating that marketers may struggle to execute their real-time plans. More than four out of 10 marketers had deployed or were planning to deploy real-time marketing technology, while another 24% said they were evaluating the opportunity. Still, a solid one-third had no plans for real-time technology whatsoever.
Corporate subscribers have access to all eMarketer analyst reports, articles, data and more. Join the over 750 companies already benefiting from eMarketer’s approach. Learn more.
Thursday, October 23, 1pm ET
Click to Register. Space is limited.
Join eMarketer for a free webinar:
made possible by
You've never experienced research like this.
Nearly all Fortune 500 companies rely on us.
Inquire about corporate subscriptions today.