Every movement begins with a moment.
Coming off the high of CES — where I was surrounded by technology’s here-and-now, up-and-coming and yet-to-be-revealed inventions — I had a realization: Social is no longer the shiny, innovative object it once was.
When thinking about real-time marketing, visions of AMC, Tide and Oreo may spring to mind — examples of brands that garnered or generated publicity in near synchronicity with a real world event. Yet in Altimeter’s latest research report, Real-Time Marketing: The Agility to Leverage “Now” by Rebecca Lieb and Jessica Groopman, it is argued that real-time marketing (RTM) is much more than that. In fact, what looks like a brand scrambling to respond to an event is just like every other form of advertising: strategic, measured and practiced.