Get it Real Time: Marketers Strive to Serve Content to Order

Lynn Hunsaker, Chief Customer Officer, ClearAction Continuum & Gary Katz, Co-Founder of ClearAction Value Exchange

Today’s customers live, work and play in a real-time world. They get the content they want, whenever they want, on whatever devices are convenient to them at that time. And yet many marketing teams remain locked around old-school campaign calendars, led by internal processes and procedures that made sense in 1980. Web personalization and marketing automation were the top two top-of-mind areas where surveyed, suggesting the critical need to shrink the lag between customer action and brand reaction. So how do marketers honor the customers’ preferences versus getting them to do something if and when they don’t want to ..or aren’t ready to do it?