This is the first report in our ‘Masters of CX’ series. Written by New York Times bestselling author, Jay Baer, Winning Hearts in Real-Time provides a inspiring and practical guide to real-time marketing.
Consumers face an invitation avalanche. Companies of all descriptions are asking them to like, share, follow, click and view. Combined with the constant barrage of messages inherent in an always-on, digitally tethered world, it’s easy to see why fatigue often sets in, and our customers simply tune out.
The way for businesses to succeed in this exhausting, hyper-competitive environment is to stop trying to be amazing, and start being useful. And one of the best ways to be useful is to be relevant in real time.
What you’ll learn from this report
This report discusses the core principle of marketing; the relationship between real-time and customer experience. Brands have a choice in which ways they choose to market themselves, with customers responding to a truly great customer experience, and many of those experiences delivered in real time.
Internet advertising is set to increase its share of the ad market from 18% in 2012 to 23.4% in 2015, with online ad spend likely overtaking print by next year. However, 54% of online ads are not even viewed by consumers. [Source: Advertising Statistics Compendium] Brands that seek to succeed in this environment through sheer volume and by shouting ever louder are doomed to fail as consumers turn an increasingly deaf ear to those pleas and appeals.
We must recognize that ultimately, it boils down to great customer experiences for the simple reason that they are relevant. When you provide a customer experience that is disproportionately useful or delightful, those outcomes are because that customer experience is hyper-relevant and valuable. Interacting with customers in real time, often through mobile and out-of-home, may be the best way to produce that differentiating relevancy.
Features of the report
Jay Baer breaks down the key variations of real-time, to maximize the relevancy and enable you to differentiate yourself amongst the noise.
- Reactive relevancy
- Circumstantial relevancy
- Behavioral relevancy
- Location relevancy
About the author
Jay Baer has spent 20 years in digital marketing, consulting for more than 700 companies. His second book, Youtility: Why Smart Marketing is About Help not Hype, was #3 on the New York Times business best seller list.
About the series
The Masters of CX is a series of briefings from industry heavyweights on the new keys to outstanding customer experience.
We’re delighted to be working with some of the most influential authors within digital marketing: Brian Clark, Mitch Joel, Lee Odden, Ted Rubin and Mark Schaefer.
Econsultancy will be releasing these unique reports over the coming months, along with dedicated webinar sessions where you can gain insight from the authors on the key issues raised.