Results tagged "Realtime NY 11" from The Halo Group - News

The Halo Group Sponsors Mobile Marketing Reality Check Survey at Realtime NY 11

The Halo Group, a New York-based branding and marketing communications agency, surveyed attendees of the RLTM NY ‘11 presented by the Realtime Report on June 6, to assess their company’s receptivity to creating, implementing and measuring realtime marketing. The “Realtime Marketing Realty Check” survey showed that while realtime marketing is evolving rapidly, marketers still face challenges implementing innovations within their own companies.

The conference highlighted discussions about today’s best realtime marketing case studies from brands including McDonald’s, Delta, Pepsi and NHL. During his presentation, ‘The Future of the Realtime Brand’, Shiv Singh of PepsiCo Beverages stated that he believed at least 50% of one’s budget should be on realtime marketing efforts.  However when asked in Halo’s survey about their current marketing budget, most attendees said their organizations allocated less than a quarter of their budget to realtime, social media or mobile marketing efforts.

“It’s no surprise that brands are increasingly utilizing emerging technology in their marketing strategies however it is interesting how organizations continue to oppose allotting a bigger budget for realtime marketing,” said Linda Passante, CEO/Co-Founder, The Halo Group. “There are certain realities that are making the adoption of new communication strategies difficult and from this survey we can assume that financial resources play a large role.”

The survey identified four key areas marketers need to focus on in order to effectively implement realtime marketing: culture, training, technology and budget. The following are the key findings for each area:

• 1 out 4 respondents described receptivity to innovation in their company as only “baby steps permitted”
• Only 14% of those who answered had a highly developed training program for staff that manages their brands’ presence in social media
• Only 25% of survey-takers have a completely mobile-friendly website
• 71% of respondents allocate less than 25% of their budget to realtime marketing efforts

“We look for ways to make Realtime conferences into a playground where we can experiment with emerging tools and platforms to share information, connect with people and build our brands,” said Tonia Ries, Founder and Host, The Realtime Report. “The Halo Group’s survey focused on realtime marketing efforts, used a realtime marketing tool and provided attendees with realtime results—a perfect example of a brand fully immersing themselves in emerging technology.”

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For full survey questions and results, please click here.