🔊 Making real-time marketing work IRL

Plus, TikTok tests a new feature for its own marketing purposes. May 15, 2020 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… - [LinkedIn rolls out new updates for sales navigator, including detailed link tracking insights]( - [Instagram Live videos can now be saved to IGTV]( - [Tiktok has failed to make some changes it agreed to carry out last year to settle federal charges]( Marketing Intelligence Report: Data, Growth, and the New Marketing Imperative Many marketers lack a single source of truth for marketing performance. Download Datorama’s “Marketing Intelligence” report to learn about the foundational data challenges that marketers face and how they’re attempting to overcome challenges. You’ll get an inside look at the top growth priorities, barriers they face, and the data-driven future for today’s marketing leaders. [Get your copy »]( What's "next" in search marketing? SMX Next! Log on June 23-24 for actionable SEO and SEM tactics that can drive more traffic, leads, and sales — and learn how emerging technology and advancements in search platforms are changing what it means to be a tactical and effective search marketer. [Register for free »]( 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 [Marketing Land] []( [Want to advertise?]( This email was sent to {EMAIL}. [Unsubscribe]( [We respect your privacy.]( This email was sent by: Marketing Land - a Third Door Media, Inc. publication with headquarters at 279 Newtown Tpke. Redding, CT 06896 USA © 2006-2020 Third Door Media. All Rights Reserved.