Source: Wayin [download page]
Notes: Marketers are using real-time marketing tactics across a range of channels, with marketing automation such as triggered emails the most popular tactic, used by 62% of real-time marketers, per a Wayin study. Respondents – who are most likely to be using real-time marketing to form customer relationships (56%) and promote events (55%) – believe that real-time marketing response time should be within minutes (49%) or seconds (26%), although only 4% can respond to breaking news and events on social media in less than a minute.
In other survey results:
- Limited budget or resources (47%) stands as the top challenge preventing organizations from using social data in real-time;
- Social media monitoring (52%) and analytics (50%) tools are perceived as the most important elements for an effective real-time social strategy; and
- Virtually all respondents are seeing some ROI from real-time marketing.
About the Data: The Wayin survey was fielded in March 2015 among 200 marketers who are currently practicing real-time marketing at companies with $100 million or more in revenue. Some 79% of respondents are from brands.