One of the biggest changes in marketing over the last decade has been the development of real-time analytics technology such as CRM that allows firms to offer their customers a unique, focused experience.

Where in the past it was possible to, for instance, offer a viewer personalised content based on their shopping history, the possibilities involved in real-time marketing have rocketed recently.

Writing for CMS Wire, chief executive officer and co-founder of Evergage Karl Wirth argued that businesses now have the tools and actionable intelligence to message to consumers in real time.

“By analysing a visitor’s behaviour in an instant, putting him into one of a variety of segments, and using algorithms and rules engines to respond in real time, marketers can use their websites to test segmented messages and present relevant information within the context of the visit,” he explained.

Utilising CRM software can automate this process and make it more efficient, meaning companies will be more likely to see a strong return on investment when attempting to develop their marketing procedures.

According to Mr Wirth, the immediacy provided by this form of marketing can make consumers feel unique and more likely to become engaged with a brand, product or service, both in the B2B and B2C sectors.

Furthermore, customers are beginning to expect this kind of experience, demanding that companies are capable of distinguishing them from their counterparts.

“Predictive analytics allow marketers to move beyond looking at past purchases or current behaviour to target website content on an individual level,” explained Mr Wirth.

This means companies can adopt a more proactive approach to gaining new business, as long as they have the right talent and technology in place to take advantage of the influx of data from customers.

And according to the analytics expert, doing so can have major benefits.

“This kind of behaviour increases lead conversion, engagement and ultimately, revenue, all while lowering the cost per action,” he concluded.