The individualisation of communication measures in direct marketing, as well as the dynamic adaptation to the context of use in real time are among the essential benefits of real time marketing automation. According to a study by Certona, individualisation in email marketing can produce up to 244% higher click rates and 412% greater turnovers. Dynamic content is the elementary key to successful, individualised and context-sensitive direct marketing.
What does individualisation in direct marketing mean? In the best case scenario, individualisation means that each user will be approached with personalised measures in a unique dialogue. These measures must meet his current requirements at the point of the approach and therefore have maximum effect. Measures can be individualised by means of socio-demographic details, the transaction history, purchase power, interests, hobbies, attitudes and response to individual measures (e.g. clicks in email marketing or on the website) which in return can be used to derive further information of interests or product preferences. Generally, every factor in dialogue marketing can be individualised.

  • Channels used: Does the user prefer to be approached via email or app?
  • Time and frequency: How often does the user wish to be approached? At which times does he most likely respond?
  • Texts: Long or short? Formal or informal wording? Reference to interests or previous contacts?
  • Graphics: Which type of images does the user respond to? Few or many images?
  • Product offers: Which brands does the user prefer? Are there suitable cross-sells for previous purchases? Which products would suit his hobbies, interests and attitudes?
  • Prices: How much is the user willing to pay for a specific product? Is he price-sensitive or does he look for special offers?

Adapt to the Context of Use

What does context-sensitive mean? Here, communication measures are adapted to the context of use, i.e.

  •  the location. If the user is on a shopping spree through the high-street, you could e.g. approach him via app notification with special offers from the surrounding shops including directions and discount vouchers.
  • the weather: When it’s sunny, the user will receive offers for sun glasses. When it’s raining, the latest blu ray hits for cosy movie night in will be suggested to him.
  • the time of day: When the user opens, e.g. a newsletter, special offers from the nearest branch will be displayed. If he opens the newsletter at home after closing time, offers from the online shop will be promoted. The addressing changes depending on the time of day: “Good morning”, “Enjoy your evening”, “Still awake?”
  • the terminal device used: Apple users (more affluent than Android users according to studies) will be displayed higher priced offers. Media offers (e.g. music) will be directly linked to the app store of the used operating system. On terminal devices with retina display, graphics have a higher resolution.

Dynamic Content in Real Time

In the ideal case scenario, individualisation and context sensitivity in dialogue marketing should be combined throughout all measures. Example: During a shopping stroll on a sunny day, the user will receive promotions of the current swimming costume offers in the nearest sports shop via email. Since the user prefers certain brands, she will only receive offers from these brands. The user is classed as very price sensitive, so the teaser of the email consists of lucrative special offers. In order to increase the pressure, the current stock levels of the special offers are displayed: “Hurry up! Only 5 left in your size.” If it’s a weekend and early in the morning, the user will receive a “thank you” SMS for the purchase including a coupon for the nearest swimming pool. “Congratulations on your new bikini! You can now show off!” If the user redeems the voucher, she will receive a further voucher for a drink at the swimming pool’s cafe.
In order to individualise communication measures and deliver them in a context-sensitive way, the real time marketing automation solution must be able to respond to a trigger in real time, e.g. entering the geo-fencing area near the shop, respond to a purchase or redemption of a coupon and on the other hand, be able to deliver dynamic content. The following would be an example of a newsletter: The newsletter is not sent with fixed content but blank. Instead of content, the email contains dynamic containers which are only filled with content when the email is opened. When the user opens the email, the required data (e.g. current weather forecast) will be accessed within milliseconds and content fragments matching the data will be displayed. Theoretically, it is also possible to display different content with each opening. This might confuse the user, but may make sense where there is a link to the inventory control system and stock levels need to be displayed live.

Realtime Marketing Automation at dmexco

On 16th and 17th of September,  Expo Cologne again welcomes one of world’s most important digital economy trade fairs: the dmexco. Online CRM technology and consulting provider artegic will be there again, celebrating its 10th company anniversary in hall 7, stand A040/A042. artegic’s focus at the fair this year will be real time marketing automation. Further information: