In-situ marketing
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In-situ marketing, refers to marketing programs which have the elements of real-time capture and analysis of metrics and real-time optimization of the program.
This contrasts with most forms of advertising and marketing today, which are analyzed well after the program is over. Because the program is evaluated only when it is finished, the response metrics and learnings from a program are unavailable to inform or improve subsequent programs, and certainly not available in time to make the program itself more effective.
Most forms of advertising in use today are also one-way, and not suitable for in-situ marketing. For example, television ads take months to create and cannot be changed in real-time to react to customers' reception and response to it. The metrics of success (e.g. impressions, recall, etc.) are all gathered well after the ad has aired and therefore are not useful in updating the ad itself. In direct marketing and print advertising, again, the creative takes months to create and the placement of the media takes another several months to get into circulation to reach customers. The feedback loop here is no better than television. By the time advertisers find out how their print ads or direct marketing pieces performed, a subsequent campaign would have already launched without the benefit of these learnings.
In-situ marketing is enabled by combining Internet tools and techniques with traditional forms of marketing and by separating the trigger, offer or incentive from the creative. The trigger, offer or incentive should be dynamic and changeable so that as real-time data reveals customers' preferences and responses, the triggers, offers and incentives can be optimized immediately to deliver greater impact and results even while the campaign is still running. Post-campaign analyses should reveal continuously-improving results as the campaign progresses, yielding greater ROI relative to a campaign that cannot be changed or is left unchanged.
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