Real-time marketing means reacting in real, or near-real time. It’s about relevant messaging, and it’s achieved in social channels by listening to and anticipating customer needs.
Paid media (advertising), earned media (content), and owned media (social and PR) are rapidly converging into just … media. Digital channels have long enabled real time optimization of display advertising, but as social listening and monitoring tools proliferate nearly as quickly as social media channels, real-time matters more to marketers. This is true not just because of social media, but also because social is now what provides the creative impetus for paid and owned media. Based on research my colleague Jeremiah Owyang and I very recently jointly published, the new real-time marketing work cycle looks something like this: