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Like Mother Goose's girl with the curl on her forehead, real-time marketing can be very, very good—but when it is bad, it is horrid.
"Just because you can doesn't mean you should," Bryan Specht, president of Olson Engage, says of brands that join trending consumer conversations while having little or nothing to do with the topic at hand.
Case in point: the birth of England's royal baby. Every marketer and its Anglophile mother jumped on that bandwagon, many embarrassingly so, leading to something of a diem horribilem for RTM.
And yet, the promise of the practice remains potent.
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