Real-Time Marketing – Engaging your Customer - A DataMentors’ Data Quality Blog

Consumers these days expect more personalized experiences and timely messages. Marketing programs must become automated to reach customers and prospects when they want to be reached, in whatever location, and through various media.

Understand the customer
Transaction history and customer conversations provide a solid foundation for real-time marketing initiatives. Vendors can provide additional information about customers' income, recent purchases, social behaviors, and more. Transactional cleansing software can also be implemented to standardize corrupt records, such as misspelled names, addresses, email address or phone numbers. Understanding your customers is essential in creating a more personal shopping experience.

Marketing On-the-Fly
Imagine a customer who has just booked a hotel room. By implementing a system to automatically send personalized messages to these customers, customers feel appreciated and will be more receptive to offers, suggestions, and messages—which will ultimately drive profit for a company. One hotel chain significantly boosted profits by creating over 30,000 different versions of a transactional email template, with 7,000 different landing pages, in order to send individualized messages to customers depending on where they were in the purchase cycle.

Customers are more impatient and have higher demands. Technology is smarter now to effectively align with a customer’s needs at the most relevant time.