No Real-Time Marketing? Try Real Data, Purpose

by , Dec 4, 2013, 2:43 PM
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Data for data's sake is garbage. That was a major point presenters made at the Association of National Advertisers’ Real-Time Marketing Conference in New York on Wednesday. Everyone has a lot of data, but knowing how to use it means knowing how to exploit it for your goals in real-time and make it easy for marketers to access. 

Bob Rupczynski, VP of media, data and customer relationship management at Kraft Foods, said the company has metrics all the way down to store sales. "For us, data incorporates all pieces of marketing communications. But if you don't have infrastructure, you can't leverage it."

For the company's Lunchables product, the challenge was how to keep kids aging out of the lunchbox phase interested in the product. The company partnered with pro skateboarder, actor, and reality TV star Rob Dyrdek for its first iterative campaign with 17 pieces of content on YouTube and social, adjusting the content weekly based on real-time insights.

Lisa Donohue, CEO of Starcom USA, which handles Kraft, said programs like this aren't about making "ads." "It was about those 17 pieces of short-form content driving engagement rather than finding one ad that's a common denominator."

Donohue and Rupczynski argued for a five-point approach to real-time marketing: 

1. Strong data strategy, paired with an enterprise approach to breaking down silos. Rupczynski said Kraft, for example, collapsed all departments touching media and data into one department.

2. Infrastructure in place driving a different culture about marketing and building brands.

3. Understand the importance of content, and know how to write and deliver it nimbly.

4. Have an attribution model.   

5. Organizations need to educate people about real-time, what it means to be agile, why it makes sense and how to operate in that world. 

Victor Lee, VP global digital marketing at Hasbro (in a combination standup routine, lecture on risk taking, and case study presentation), said data and execution matter little if the content isn't compelling enough to crack the chaos of relevant news and inane social content. Lee led a social program for Hasbro's Monopoly game around letting people vote for updated versions of game playing pieces -- those familiar tokens of a car, iron, top hat, and a shoe. The effort was a huge success, attracting not only individuals but brands -- all of whom had ideas about new pieces. 

The campaign also won top-tier earned media, and votes from all over the world. "The PR team got calls: 'We are a shoe company; we want to lobby for shoes to stay in the game. The iron-worker's union lobbied for the wheelbarrow. The bacon society was pushing for a bacon playing piece. Purina lobbied for the cat (which became the new icon.) It was brilliant. We realized people do care about it. And we sat back and watched it happen.” He said 185 countries voted. “More countries voted than participated in the Olympics."

Lee said the program worked because the game is ubiquitous, and people are passionate about those pieces. “They'll refuse to play if they don't get the piece they want.” The bottom line, he said, is, "If you just say, 'Look at me, I'm awesome, I'm awesome, look at me,' nobody cares. And they know when they are being told to do something. Saying you're real to be real isn't real." 

1 comment on "No Real-Time Marketing? Try Real Data, Purpose".

  1. Sean Bowen from Push Technology
    commented on: February 14, 2014 at 8:10 a.m.
    As someone who works with the real-time data distribution technology that powers business agility and marketing excellence, points two and five (above) are of particular interest to me. Perhaps it is time for more businesses to rethink the way they are internally organized – their people and processes at least. A technology overhaul is probably unnecessary for most, but businesses simply can’t ignore the drastic changes happening among consumers any more. Their expectations for service and the way they consume information and services has leapt forward in the last 12 months along. The rise of mobile commerce, transactions and interaction alone is nothing short of a game changing event. In the modern business environment, agility often translates to a direct competitive advantage. This is particularly true in sectors such as e-gaming, financial services, location-based services and so on. And, I’m not just talking about traditional retail or sales models such as being about to offer ‘on the spot’ deals, reactive pricing and offers. I’m talking about consumers demanding business critical information on demand, that it accurate to the millisecond. From interacting with their favorite TV programs via a ‘second screen’ to in-play betting and app performance. This new paradigm affects potentially effects every business. Mobile data movement is changing the way business is done as we seek to collect more data and analyze it to make better-informed commercial decisions.

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