In this post I’m going to take a look at four of the key terms Baer has highlighted…
- Reactive relevancy
- Circumstantial relevancy
- Behavioural relevancy
- Location relevancy
As Baer mentions in the report, great customer experiences comes from giving people something genuinely useful and relevant.
But usefulness and relevance alone is not enough to deliver the best possible experience in 2015. Consumers have high expectations when it comes to response times: 80% define ‘real-time’ as the ability to respond in two minutes.
The most effective way to meet those expectations is to closely monitor social media for particular keywords or phrases and proactively assist people who are making enquiries.
A consumer’s situation can change from day to day and year to year. Someone might buy a pair of glasses and then go years without needing to replace them.
So the brand selling the glasses only becomes potentially useful to that consumer in that moment, and it is up to them to be ready to fulfil the need when it arises.
The challenge is in keeping track of customers’ circumstances to avoid missing any opportunities, especially when they are few and far between.
As Baer states, it’s like “popping out from behind a tree to assist when necessary, then fading back into the woods to wait for the next opportunity.”
A consumer’s behaviour can provide a number of cues about their intent or needs. Baer describes it as a temporal market segment called ‘people who are engaged in this action, right now’.
The best way to spot behaviour, Baer says, is through mobile devices. This is because apps and certain elements of the mobile web are only used during a particular behaviour, i.e. checking the time of a movie means they are likely thinking about going to the cinema.
Making an impact through behavioural relevancy is difficult, customers are already accustomed to performing actions in a particular way. Anything that tries to break that routine therefore needs to provide a much better customer experience than the one the customer is used to, or else they simply won’t bother with it.
We live in a time when people are constantly broadcasting their location via a mobile device. This provides a fantastic opportunity for marketers to provide relevant information based on where their customers are.
It’s not just brands that want this either: 86% of marketers agree that consumers expect them to know where they are, what they are doing and to provide a more relevant experience.
For more information about real-time marketing, download the full report Winning hearts in real-time. The report features lots of real-world examples to illustrate the points covered in this post.