If there’s one thing that sending digital marketers fussing over is this thing called Real-Time Interaction Management or RITM. So, what is RITM?
Digital marketers are defining it right now as contextual marketing. It is providing what customers want; information and offers about products and services that are exactly what they need. A good digital marketer works in reaching the right audience with the right product. This is simply the reason why businesses hire them. However, with more interactions with the search engines and of course the internet, customers are now finding and predicting what they need even before knowing what it is. And, this is what RITM is all about and digital marketers must in the most possible way understand it better and deeply.
RITM is hyper-sensitive contextual marketing. Analysts have it as enterprising marketing technology that is geared at relevant experiences, value, and utility at real time of customer’s life cycle in pre-determined touch points or sources. It has several elements in its system, which includes the following:
- Recognition of customers – it means the customers have been identified
- Orchestration of content and delivery across several channels – it means context is created and delivered in all forms such as physical or digital
- Understanding of current context – it include variables like weather conditions and detailed customers history
- Determining appropriate action, offer or message – this takes digital marketers in predicting if the customer is the most interested.
RITM as how digital marketers are describing it is “right message at the right time” and which customers are taking it in a 360-degree view point. It is not unusual for digital marketers to fail in getting close to this goal and RITM offers clarity that has been ignored before. RITM allows getting closer to every customer’s requirement and at both ends.
Digital marketers utilizing RITM are required of real-time decision engine and perhaps get assisted by a predictive technology and machine. This is because there is the persistent need of learning how to predict customers’ best next action or offer and must have the ability of poking into customer’s behavior and history. There is also the need for real-time management of different kinds of data in different channels as well. Not forgetting offline and delivery in all channels.
In digital marketing, understanding of the customer is almost everything. And there is always the possibility of immediate changes in their wants and needs at exact time. This is explained in scenario like who will be needing umbrella when the rain has stopped or a cheap winter holiday when spring has sent in?
The bottom-line here is having the “right message at specific time” and careful planning preceded such actions.