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The Asian Banker One Big Question is a quarterly debate held as part of our effort to solve practical problems that bankers across the region are facing. Bankers will be encouraged to share key business issues and a community driven debate is organised to find a solution. Industry/subject matter experts are invited to provide their views on the topic before we open up to the floor for our audience to vote, sharing their view. At the close of the campaign, we will organise a teleconsultation session to discuss our findings and conclude the campaign.
Real-time marketing. Is real-time the right time?
All Comments (6)
Tremendous positive feedback from customers. Customer engagement can be build with this capabilities. Of course, this drove in business smart growth as we can tailor right offer to the right customers and the right timing. Bottom line is good as we can promotes quality sales volume from hi-value customers.
18th June 2012 11:21 AM
I think the critical challenge for the leaders in an organization is to gain and maintain a customer focus. If that focus is there real time may support delivering a compelling customer experience. However, if it is not real time will distract from the critical need for a customer focus
11th June 2012 10:16 AM
I would answer it in a different way actually - Is social media the right platform for real-time marketing? I'm thinking that mobile may be the better platform, eg: smartphones, i-pads, tablets, etc. My bank is not involved in real-time marketing. There are plans to utilise it but I'm not sure whether or not it can be executed.
11th June 2012 07:21 AM
Statistical data should never be real time. The period and timing are part of the analytical value.
6th June 2012 09:14 AM
Real-time seems to be the ideal. The crux of the matter however really is: Are banks ready to deploy real-time or is this just building castles in the air?
5th June 2012 03:31 AM
The question to ask is what areas real-time marketing is applicable enough to make a difference. Like Big Data and advanced business rules software, not every bank is at the stage where it is ready to take advantage of what technology has to offer – In this case, real time. It is only in more developed markets like Singapore and Hong Kong, where competition for market share is stiff, that speed in likely to be a differentiation factor. Until banks in developing economies reach that stage, they are likely to take the cost-efficiency road, focus on gaining market share and customer loyalty via targeted marketing and cross-selling before heading into real-time.
5th June 2012 03:28 AM
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