June 2017
Intermediate to advanced
240 pages
5h 45m
English
Content preview from Content - The Atomic Particle of Marketing
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08Real-time marketing
Real-time marketing (RTM), the strategy and practice of reacting with immediacy in digital channels to external events and triggers, has been steadily growing in use and popularity. An expanding array of tools and digital channels (eg social media and listening capabilities) has made real-time accessible, in theory at least, to virtually every marketer. As digital channels become increasingly more real-time, all marketing organizations must consider to what degree they, too, will function in real time.
Successful RTM requires enormous strategic and tactical preparation. This chapter explains the benefits of RTM, outlines the business cases to which it can be applied, and identifies the best practices and steps necessary ...
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