Is Real-Time Marketing a Hoax?

In a recent report by Forbes, real-time marketing is of more interest to the industry than to consumers: “…the industry is so obsessed with themselves, they started a hashtag during the Super Bowl solely to watch for real-time marketing initiatives.”

In fact, when brands latched onto Edelman’s #OscarsRTM hashtag to track branded real-time marketing efforts, some succeeded, but many floundered. At the same time, Edelman reports that activating real-time marketing programs is winning strategy for brands. “Data from Edelman’s clients who are using our real-time marketing services has shown that this opportunistic content drives a 400 percent to 600 percent increase in engagement.”

“There’s a difference between real-time marketing and relevant editorial content.