With the proliferation of digital channels like web, social, and mobile, today’s consumers have more power and choice than ever before. The promise of real-time marketing has long attempted to meet the needs of consumers with the right message, in the right place, and at the right time.
To understand the opinions of marketers and their plans in the real-time marketing space, Adobe teamed up with the Direct Marketing Association (DMA) to conduct a study of 235 North American marketers.
Among the highlights of the study:
60% of marketers struggle to personalize content in real-time, yet 77% believe real-time personalization is crucial
Two-thirds of respondents are planning to implement real-time technologies in the future
More than half identify the benefits of real-time marketing as: marketing effectiveness, customer experience, and customer retention