Wayin Study: Marketers Leveraging Real-Time Marketing See Positive Revenue ROI

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New research finds 98% of brands see positive revenue impact from real-time marketing efforts but report challenges for effectiveness across resources and technology.

Brands that respond to breaking news on social media see a higher return on their real-time marketing investments than those that don’t, according to a study released today by social intelligence and marketing software company Wayin.

The 2015 Wayin Real-Time Marketing Report, based on a survey of 200 manager and executive-level real-time marketers at companies with more than $100 million in revenue, finds that 64 percent of real-time marketers have leveraged breaking news on social media in the past year. That number jumps to 78 percent for brands seeing an ROI of at least 50 percent on their real-time marketing investment, compared to only 57 percent for brands with an ROI of less than 50 percent.

Similarly, ROI leaders also make greater use of major events like the Super Bowl that provide opportunities for real-time marketing moments (80 percent vs. 58 percent). The Wayin findings highlight the growing importance of unscripted marketing campaigns that require brands to be agile and the integration of real-time social content across other marketing channels.

“The best brand marketers no longer rely only on planned campaigns; they’re looking to social media to find real-time, consumer-generated moments to power more informed and engaging campaigns – and it’s paying off,” said Jordan Slabaugh, vice president of marketing at Wayin. “Companies using the right technology to find and analyze these real-time moments and use them in a meaningful way are able to connect real-time efforts to overall marketing goals and greater revenue results.”

The Wayin report also finds that only 4 percent of marketers can respond to breaking news and events on social media in less than a minute, despite the fact that 26 percent define real-time marketing as happening within seconds. Almost half of real-time marketers (46 percent) say they can’t respond to breaking news within 30 minutes, while almost a quarter (24 percent) say it takes them an hour or more.

Overall, 93 percent of real-time marketers say they need to respond to trending social media content more quickly to improve their real-time marketing efforts.

The Wayin study shows that 98 percent of marketers report a positive return on their real-time marketing investments. In addition to responding to breaking news on social media more often, leaders that experience ROI of at least 50 percent stand out for several other reasons:

● Budget: More than half of ROI leaders allocate more than 60 percent of their marketing budgets to real-time tactics (52 percent), making them more than four times as likely to do so as laggards (12 percent).
● Technology: ROI leaders are nearly twice as likely to say they feel they have the technology in place to effectively practice real-time marketing (63 percent) compared to laggards (35 percent), especially when it comes to the ability to search, analyze and act on social media content.
● Team: Overall, 35 percent of real-time marketers have five or more team members devoted to responding to breaking news, trends and events. But more than a quarter of ROI laggards (28 percent) have two or fewer team members devoted to real-time marketing, compared to 14 percent of leaders.

The survey also found that real-time marketing is becoming an increasingly valued practice, and brands plan to increase their investments as a result. Fifty-nine percent of survey respondents plan to increase their real-time marketing budgets in the next year, and 66 percent say they will increase social media spend specifically.

“Real-time marketing done right drives real business results,” Slabaugh said. “Marketers should be investing in the resources, strategies and technology that enable them to make the most of real-time marketing moments that happen every day on social media.”

To download The 2015 Wayin State of Real-Time Marketing Report, visit http://way.in/1KAVu0w.

About Wayin
Wayin is a social media intelligence and marketing software company that offers solutions to surface the best social trends and content to persuade action and drive marketing results. Wayin gives brands control over their social data to create real-time experiences for consumers that foster trust and drive action.

Co-founded by Scott McNealy, the former Sun Microsystems CEO and co-founder, Wayin is led by key Sun Microsystems alumni, as well as top digital and media industry veterans. Wayin is based in Denver with offices in New York, San Francisco, Los Angeles, Atlanta, Japan, Argentina, Brazil and Hong Kong.

http://www.wayin.com, @wayin

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Kelsey Gunderson

Jordan Slabaugh
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