Get real about real-time marketing

This article explains the opportunity represented by real-time marketing and cautions against poorly executed and obviously pre-planned strategies.

Get real about real-time marketing

Michael J. McDermott

Real-time marketing (RTM) has made cameo appearances in futuristic movies like Idiocracy and Minority Report, often with alarming undertones. Now that the technology exists on a broad enough basis to actually implement it, RTM seems hardly so sinister. Done well, real-time marketing has the potential to increase positive perceptions of a brand and drive consumer engagement, but the "done well" part is absolutely critical.

"The key is for brands to be in the right moments with relevant marketing," emphasizes Mike Proulx, executive vice president of digital and director...

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