The power of real-time marketing: Live video streaming gives consumers a window into brand attributes

A look at the role of live video streaming for brands and where the potential risks are for those thinking about investing in the format.

When Sharifah Niles-Lane joined Boston-based Eastern Bank in 2017 as VP of digital marketing and social media, she knew live video streaming would play a key role in her marketing arsenal. She had discovered the power of the tactic one year earlier, as...