Good morning, Marketers, how real is your real-time marketing? 

“Real-time marketing” is one of those buzzwords we hear a lot – and it sounds great in theory. But in real life, how can marketers actually make real-time work

In his Discover MarTech presentation last month (now available free on-demand), Pegasystems Product Marketing Manager Andrew LeClair said the primary issue is we have 7,000 marketing technology solutions but no way to effectively combine multiple disparate systems in a way that delivers sustainable real-time marketing efforts. 

According to LeClair, marketers are unable to stitch together the multiple platforms they’ve implemented to create a “centralized decision authority” — one that can deliver actual real-time marketing events based on customer engagement across channels, historical data, purchase interactions and more. 

So how do we make it work? Real-time marketing relies on four specific capabilities: detection, data, decision and delivery, said LeClair. Perhaps chief among these capabilities is the marketer’s ability to detect a customer’s moment of need. “Because we’re sensing needs in real-time, we can be proactive in our retention efforts, reducing our churn, reaching out to the customer before they even get the chance to think about leaving,” said LeClair, “And that’s really, at the end of the day, how we optimize for customer lifetime value which is what all of this is about.”

There’s more to read below, including an update on a new TikTok feature that lets users consent to their videos being used for TikTok marketing purposes. 

Taylor Peterson,
Deputy Editor

 
 
 
Social Shorts
 

TikTok Amplify lets users decide whether or not TikTok can use videos for marketing

TikTok is testing a new feature that lets users consent to their videos being featured in TikTok ads, social media accounts, and marketing campaigns. Dubbed “TikTok Amplify,” the feature was posted about on Twitter by social media expert Matt Navara. 

Why we care: From the looks of it, users can toggle on or off to indicate whether or not they allow their videos to be used by TikTok for marketing purposes. According to the description, public videos are automatically included as fair game for TikTok use. Users that decide to withdraw from TikTok Amplify will have their videos permanently excluded for future use in the program. For businesses on the platform, consider your brand safety before opting-in to Amplify as it could hamper your ability to control how your video content is being used – if even by a rising tech giant like TikTok.

In other social media news… 

 

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What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

Facebook will pay $52 million in settlement with moderators who developed PTSD on the job – The Verge 

Adobe announces AI toolbox for Experience Platform – TechCrunch

France to force web giants to delete some content within the hour – Reuters 

The struggle is real – 3 considerations to make machine learning more effective – Martechcube

Coronavirus considerations & business continuity – Google Blog

Retail instability forces shift in strategy for small, sustainable brands – Vogue Business

Roku CFO: Coming recession will bring even more advertisers to our platform – The Street