Real-time marketing, most often described as “dynamic personalized content across channels,” is a highly important pursuit for marketers today, per study results [download page] from Neolane and the Direct Marketing Association. Putting those efforts into gear means overcoming a series of concerns, but the perceived benefits are various and substantial. Marketers responding to the survey gave their take on both.
Starting with the concerns, the study reveals that the North American marketers surveyed see systems and data to be at the top: the complexity of systems required (50%) is the leading concern, followed by access to real-time data (46%) and data privacy issues (45%).
Beyond that top tier, a group of internal challenges concern a number of marketers. Those are: having training in place (39%); hiring the appropriate staff (37%); and company change management (35%).
Of the 8 challenges identified, just 8% of respondents said that none of them were a concern.
While there are surely challenges to overcome, marketers appear to be quite bullish about the benefits that real-time marketing can provide. Leading the way, about three-quarters believe that real-time marketing solutions could deliver heightened marketing effectiveness and precise targeting. Increased customer satisfaction and experience (67%) and increased customer retention (60%) are the next-most commonly cited benefits, with a majority also believing that real-time marketing can drive revenue through personalized offers (58%).
Overall, real-time marketing technology appears to be popular among respondents, with 44% either deployed or planning these solutions and another 24% evaluating them.
About the Data: The data is based on a survey of 235 North American marketers. The most highly-represented industry was Business Services (28%), followed by B2B High Tech (16%) and Media-Entertainment (11%). 53% of respondents are from companies with less than $100 million in annual revenues.