Page 34 - Flytxt

SEIZING THE DAY IN

REAL-TIME MARKETING

Customer interactions are often context-driven and present
only a small window of opportunity for marketers to utilize it.
Once the context changes, customer needs and intent may also

change with it. Contextual marketing is nothing but marketing
the right thing, at the right time, to the right customer. Capturing
customers contexts, understanding their needs and intent and

then responding with relevant offers is bound to create a superior
impact when compared with generic offers and a ‘one-size-fits-
all’ kind of engagement.

- Nikhil Mittal, Marketing Consultant, Flytxt

oday’s customers are connected to customers relevant value propositions,

enterprises more than ever delight them and maximize customer
Tbefore via digital channels. A large value.

customer base has shifted to online
purchase and payments for most of their Telcos need to identify possible

lifestyle products, including telecom customer actions and map
services. They also let the world know marketing actions in advance

about their travel plans in advance to to win those moments of
capture the attention of friends. This is truth. Today, it is mostly

opening up excellent avenues for telcos mapped using heuristic rules,
to upsell roaming packs. For instance, however with advancements

when a customer starts searching for in analytics and AI, marketers
new handsets, perhaps it is the right time can potentially do it more
accurately and at larger
to offer them a new handset bundled scale, even on a one-to-one
plan. basis using machine learned

The telecom industry, being the recommendations.

custodians of most of these digital
interactions, is swamped with Timeliness: The essence of real-

humongous data amounting to many time marketing
terabytes daily about such customer

events. For telco marketers, these Real-time marketing academically refers
to continuous tracking of customer
actions represent more than just data; actions and events and then triggering

they are potential opportunities to offer
the right marketing action, such as

34 INSIGHTZ - VOLUME 03, 2018