How Dippin’ Dots Mastered the Real-Time News Arc

Wednesday, January 25th, 2017

How 'bout them Dippin' Dots? One moment it's a challenger brand with a niche following, just minding its own business and selling flash-frozen ice cream at places like amusement parks, sports stadiums, and convenience stores. The next thing you know, Dippin' Dots becomes a national trending topic after its name gets sucked into a ...

Now THIS Is Real-Time Marketing

Thursday, October 8th, 2015

Gatorade​ must be doing a victory dance in the aftermath of the Chicago Cubs/Pittsburgh Pirates Wild Card playoff game October 7. The sports beverage company is enjoying an avalanche of PR and user-generated marketing created when Pirate Sean Rodriguez pummeled a Gatorade cooler in the dugout during the game. ...

Real-Time Marketing Is More Than an Oscars War Room

Wednesday, February 18th, 2015

The Academy Awards, Grammys, and Super Bowl constitute the peak of real-time marketing season. Throughout February, brands ramp up their efforts to generate instant buzz by capitalizing on the unexpected and exciting drama that unfolds throughout the course of these high-profile events. But as my recently published Gigaom report indicates, ...

How Four Teens Taught Brands a Real-Time Marketing Lesson

Tuesday, July 15th, 2014

You have probably heard the story by now: a 16-year-old Omaha resident named Tom White is a media sensation thanks to an amateur photo of White grinning with Sir Paul McCartney and Warren Buffett. But Tom White and the three teenagers who helped him create the moment on the streets ...

Real-Time Marketing Gets Real

Tuesday, November 13th, 2012

Only marketers who understand how to interact with the always-on consumer in real time will succeed. That's the premise of a new book written by my iCrossing colleague Rob Garner, Search and Social: The Definitive Guide to Real-Time Content Marketing. Search and Social is the primary resource for helping CMOs ...

Real-time marketing requires real talent

Tuesday, July 19th, 2011

My employer iCrossing has been collecting digital executives. Thought leader Roger Wood joined the company’s digital media practice in May. Former Jupiter Research analyst Gary Stein joined the strategy team in June. And, as announced today, former NBC Universal executive Tarah Feinberg has been appointed head of the Live Media ...