What we know about marketing in real-time

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.

Real-time marketing has applications across the entire industry. It is changing traditional approaches, from consumer research, strategy, creative testing to campaign optimisation, shopping and CRM. When done well, it can deliver faster, better informed and more effective communications.

Definition

There are three key aspects to real-time marketing. The first is where a brand responds to a current, cultural event and expresses its voice or opinion, in order to drive brand awareness and consideration. The second is the use of real-time data to understand a consumer’s ‘need state’, delivering a contextually relevant message. The third is livestreaming - live video (or sometimes...

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