Originally at https://searchenginewatch.com/2016/05/05/the-marketing-immediacy-mantra-how-to-deliver-excellent-real-time-experiences/

Engaging consumers in the micro-moment is becoming a top goal for direct marketers, however, unless marketers are able to deliver value with each interaction, they risk alienating customers. Here are some tips for getting started:

There’s a new sheriff in the land of marketing: immediacy.

Otherwise sometimes know as instantaneous, now, pronto, boom. Immediacy is the mantra that runs the marketer’s realm, from program planning, to data and analytics and, most importantly, every aspect of automated lifecycle communications across all digital channels.

‘Now-ness’ is the new necessity when it comes to putting data into action to drive consumer experiences and conversions in the moment.

Of course, the driving factor is fast-acting consumers with mobile devices 24/7 accessing anything and everything – they continue to push the immediacy shift.

With 55% of email opens on mobile (and climbing) according to Litmus, we have more opportunities to impact with marketing immediacy and value than ever before. In many businesses, it’s really get faster or go home time.

Analysis of 13 Billion Email Opens  2015 Market Share StatsLitmus Blog

With immediacy running the show today, marketers need a clear roadmap with vision for speed and agility to close the gap around any latency to action. The challenge is to instantly connect cause and effect across the lifecycle.

This process honors the concept of Consumer-First Marketing, where marketing is truly aligned with a consumer’s contextual state, by recognizing and responding in the most relevant way possible to add value.

To deliver on this, data attributes from every channel need to be accessed in near real-time and put int…

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