Narain says, “Back in February 2013, something amazing happened to the world of marketing: A brand did something moderately clever, which resulted in a year of analysis and attention. I’m talking about Oreo’s live tweet during the Super Bowl blackout at the Super Dome that sparked a craze for what has now been crowned real-time marketing (RTM).

Real-time marketing has come to mean different things to different parts of the marketing department. For some, it requires constant monitoring, war rooms, and an on-call team ready to map a message to an instantaneous opportunity. For others, RTM is a new way to stand apart even if the odds are stacked against them. But should they care?”.

Here’s Why Real-Time Marketing Won’t Work (and What Will)

Content Marketing Institute

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