B2B Articles - Sep 27, 2014 9:02:10 AM
New data from Econsultancy’s B2B Real-Time Marketing Report suggests that marketing has become far more reactionary and much less planned.
Digital marketers have had to conform their businesses (and sometimes, their personal lives) to accommodate the “real-time” marketing strategies that have been found successful. Below are some summaries of that real-time marketing report.
Definition of ‘real-time’ speed
Thirty-five percent of B2B respondents said that they define a ‘real-time’ response window as within one to two minutes of the initial comment. On the other hand, 48 percent of B2C respondents said that ‘real-time’ should be between one to two minutes. Interestingly, those numbers flip when they were asked about the ability to respond to customers within the following 24 hours: 29 percent of B2B respondents agreed about the timeframe, and 18 percent of B2Cs said the same.
Should every digital channel provide relevant information to customers?
The answer is increasingly yes:
Adopting and carrying out real-time practices will be slow but steady
Sources:
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