Real-Time Marketing and the Future of Advertising: What Industry Execs Say

Plenty of pundits have been blogging and tweeting up a storm about real-time marketing over the past few weeks. Here are just a few of the links I’ve captured; there are many more if you just Google “real time marketing”:

Real-Time Marketing and the Road to Compulsion

How to Make Real-Time Creativity Count

Agencies Reshuffle for Real-Time

Five Fast Truths About Real-Time Marketing (Ian Schafer)

However, I just came across a fascinating collection of essays on the future of advertising, collected by the University of Pennyslvania’s Wharton School. The Future of Advertising Program’s Advertising 2020 Project solicited the opinions of 175 industry thought leaders. The essays are all posted online and searchable, and so, being someone who’s thinking a lot about the future of advertising these days, I searched “real time.”

The search turned up 47 results, from industry luminaries such as Rishad Tobaccowala of VivaKi; Maria Luisa Francoli Plaza, Global CEO, Havas Media; and Calle Sjoenell, Chief Creative Office of O&M.

Sjoenell writes: “At least half of the production budget needs to be spent while the campaign is running; instead of blowing it all in one go.” And Plaza writes, “We must shift to real-time marketing. … Having access to real-time data and knowledge helps us look at the full picture at a granular level on a daily basis to understand which activities are working to achieve the desired results for our clients and to pinpoint the opportunities for improvement. This will allow us to optimize communications across channels, messaging and content as needed to increase marketing effectiveness.”

These executives see a clear, undeniable role for real-time data and real-time response when it comes to marketing and advertising. I encourage you to check out what they have to say.

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