| Campaign Type |
Pre-scheduled batch processing campaigns. |
Event-driven, based on customer actions in real-time. |
Pro (Real-Time): Real-time is more responsive to customer behaviour, improving engagement. Con (Outbound): Outbound is less flexible and reactive. |
| Trigger Mechanism |
Time-based, sending communications at scheduled intervals. |
Triggered by customer behaviours such as website visits, form fills, or email opens. |
Pro (Real-Time): Personalization and immediacy are more robust in Real-Time Marketing. |
| Personalisation |
Essential personalisation, such as using customer names or demographic data. |
Advanced personalisation using AI-driven insights and real-time customer data. |
Pro (Real-Time): Real-Time enables deeper, dynamic personalisation based on behaviour. |
| Customer Segmentation |
Static segmentation based on pre-defined customer attributes. |
Dynamic, AI-driven segmentation based on real-time activities and behaviours. |
Pro (Real-Time): More relevant targeting as customer segments evolve dynamically. |
| Communication Channels |
Email, SMS (via integrations like TeleSign), and social media. |
Multi-channel, including email, SMS, push notifications, and custom events triggered by customer actions. |
Pro (Real-Time): Greater flexibility in reaching customers through more channels. |
| Customer Journey Automation |
Predefined customer journeys that follow a set sequence of steps. |
Dynamic customer journeys that adapt based on real-time customer actions and triggers. |
Pro (Real-Time): More responsive journeys that can change in real-time based on customer interactions. |
| Lead Scoring & Nurturing |
Essential lead scoring is based on predefined rules and interactions. |
It has advanced, AI-driven lead scoring that adapts to customer actions and behaviours in real time. |
Pro (Real-Time): More accurate lead scoring improves sales follow-up and conversion rates. |
| AI & Machine Learning |
Limited AI capabilities, relying more on static rules and user configuration. |
Integrated AI models for customer segmentation, behaviour prediction, and enhanced personalisation. |
Pro (Real-Time): AI-driven insights provide better targeting and decision-making. |
| Real-Time Event Handling |
Not supported. Outbound Marketing processes everything in batches. |
Fully supports real-time event handling, triggering immediate actions based on customer activity. |
Pro (Real-Time): Real-Time allows instant reactions to customer behaviour, enhancing engagement. |
| Integration with Other Services |
Integrations are available via connectors (e.g., TeleSign for SMS). |
Deep integration with Power Automate, enabling complex workflows and automation across services. |
Pro (Real-Time): More sophisticated integration options through Power Automate. |
| Reporting & Analytics |
Standard reports and KPIs focus on campaign performance metrics like open rates and click-throughs. |
Real-time analytics and AI-driven insights, with dashboards that provide real-time data on customer engagement. |
Pro (Real-Time): More advanced reporting with real-time insights allows faster decision-making. |
| Scalability |
Effective for managing large-scale batch campaigns. |
Highly scalable, designed for real-time interactions at any scale. |
Pro (Real-Time): Real-time marketing easily handles large, complex campaigns, especially with dynamic customer bases. |
| Ease of Use |
It is easier for traditional marketing teams to schedule batch campaigns. |
It requires a learning curve for marketers new to real-time, event-driven marketing and AI features. |
Pro (Outbound): Easier to adopt for traditional marketers. Con (Real-Time): Initial learning curve. |
| End of Life/Support |
Deprecated, support ends June 30, 2025. |
Actively supported and enhanced with new features. |
Pro (Real-Time): Long-term viability and continued feature development. |
