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Article

Explores how moment marketing can be used to effectively maximise consumers' engagement and purchase through reaching the right audience with relevant content at the right time.

Article

This article provides guidance and reading on the subject of real-time marketing; closely aligned with technologies like programmatic, its implications travel across the marketing ecosystem.

Article

Summarises knowledge and offers guidance and reading on social listening and real time research, the process of gathering data from audience conversations across social media platforms and processing into structured insights.

Case Study

Twitter, a social media platform, launched an innovation automation tool to create contextually relevant ads on a global scale, minutes after news has broken.

Article

This article argues that marketers should embrace real-time research and outlines a best-practice process for how to adopt this new approach.

Article

Uber, the global ride-hailing platform, put together a system that would allow it to track sentiment in almost real time.

Case Study

Public broadcaster, Radio-Canada developed a multiplatform strategy to fight fake news to increase the number of users on its digital platforms and become the leading destination for credible and verified media coverage during elections in Quebec, Canada.

Opinion

Geoffrey Precourt, WARC’s US editor, muses on some advertising strategies that were all the rage in his youth. Twice in the last couple of months, the airline industry has conspired with the forces of nature to take me on an unexpected detour. And on each occasion, I kept running into advertising platforms that I’d long since forgotten but which, in their time, were cutting-edge tools of what we didn’t yet call consumer engagement.

Article

This article argues that personalisation is a two-way communication and that marketers should use technology to give consumers a more active role in the content and experiences they interact with.

Article

This article suggests ways to build contextually relevant, personalised and meaningful campaigns that go beyond 'always on' to be 'always ready'.

Article

XFINITY, the cable TV and online services brand, engaged an audience of millions with a campaign that drew on the mass appeal of reality television.

Rankings

United Airlines, the American airline, leveraged the convenient location of the New York City airport it flies out of in this GPS-based campaign.

News

CANNES: Tommy Hilfiger, the fashion brand, has seen major benefits from implementing a new approach that makes its clothes available to buy the moment they are first shown on the catwalk.

News

CARY, NC: Business leaders already appreciate the importance of customer analytics and believe that real-time analytics will become a strategic priority over the next couple of years.

Research Paper

This article considers how understanding the consumer in real-time is a step towards anticipating change.

Article

This article argues that flexibility and detailed planning are critical to taking full advantage of the predictive nature of real-time research.

Case Study

This case study explains how TD Ameritrade, an online investment brokerage company, used a content marketing strategy to increase account openings in the US.

Article

This event report covers how Tommy Hilfiger, the fashion brand, has adopted a real-time ethos in building its brand and business.

Case Study

Orloff and Balantine's, two alcoholic beverage brands, launched a mobile survey to understand their low brand affinity and sales among Brazilian consumers.

Article

Looks at the much talked about, but less often understood, topic of Programmatic: an automated media buying method that leverages data in real time to gain sophisticated targeting.

Article

Looks in detail at the digital B2B buying journey and explains the role played by gates and some of the arguments for and against.

Case Study

Soap brand Lifebuoy created a real-time, and hyper-customised, infection alert system targeting mums, to build relevance and drive penetration in Vietnam.

Case Study

Lifebuoy, a soap brand, partnered with Google, a tech company, to become Vietnamese mothers' best assistant in staying ahead of infections.

Case Study

Weber Shandwick, a global PR firm, launched a campaign in the US to help companies navigate their responses to political events.

Article

IBM, an American multinational technology company, used a sense-and-respond system to identify customer pain-points in record speed.