In A Minute: Demystifying Real-Time Marketing


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This past month, Rob Brosnan, Senior Analyst at Forrester Research, Inc., joined us for a webinar aimed at demystifying real-time marketing. Given the confusion around the terminology in the marketplace, Rob outlined what the term “real-time” means for marketers. He discussed how the traditional marketing funnel is no longer relevant in light of consumers’ complex and unending purchase paths.

Rob indicated that over 80% of consumers research products prior to making a purchase and he’s not just talking about big-ticket items. What does this mean for marketers? According to Rob, marketers are realizing that they need to not only educate consumers through real-time channels they need to actively engage consumers well after the point of purchase.

In the following clip, Rob identifies the biggest cross-channel campaign management challenges marketers will expect to face over the next two years. Topping the list was personalizing messages based on consumer behavior, followed by integrating social media into the enterprise. As a marketer, do you agree with these challenges? What do you expect your top challenge(s) to be?

For additional information on how to implement real-time marketing or to see some of the use cases Rob shared during the webinar, watch the entire replay.

Republished with author's permission from original post.

Jennifer Minko
After earning a Masters of Science in Professional Communications from Clark University, Jennifer spent several years in the insurance industry as a Casualty Claims Adjuster. She then moved into a marketing role at a small Business Intelligence firm eventually becoming their Marketing Manager. Currently, Jennifer is the Marketing Programs Manager at Neolane.


  1. This is a great piece on the industry, and the focus on having the right plan and technology in place in order to be able to market in real-time is key. Insightera offers a great platform to achieve real-time marketing on your own site, specifically for B2B companies. It moves anonymous top of the funnel prospects down the sales funnel by using their location, online behavior, etc. You can take advantage of opportunities to connect and steer prospects to your site and then provide the most relevant information when they do. I’m looking forward to seeing how companies take advantage of new technologies to move from simple B2C and B2B into B2P.


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