Tag Archives: real time

Real-Time Marketing Gets Real

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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 become real-time content marketers with always-on consumers.

Garner is certainly not the first pundit to comment on real-time marketing (a brand being always present for the always-on consumer). Regis McKenna was writing about real-time marketing in 1995, as noted by Richard Fouts of Gartner. Continue reading →

Real-time marketing requires real talent

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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 Studio. So what do all these hires add up to?

Real-time marketing.

Real-time marketing is all about sharing content that engages people instantly. As I recently discussed with PSFK, brands ranging from Facebook to Toyota are practicing real-time marketing because they can become more nimble and relevant to their customers – a good example being Toyota’s use of a live-streamed event to promote the Prius.

As a senior executive at a Fortune 500 firm recently told me, “I became a believer in real-time marketing because I got tired of spending months formulating ideas for brand campaigns only to see that consumers had changed by the time I had launched the campaign.”

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Content + community + analytics = real-time marketing

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On the iCrossing Content Lab blog I’ve been talking about how content marketing is a CMO-level priority, as have many other bloggers. But being a priority is one thing; how do senior marketers make content marketing a reality? To address that issue, today my employer iCrossing launched the Live Media Studio, which is the interactive ad industry’s first-ever resource dedicated to real-time marketing.

Based in New York, the studio uses analytics-based insights about digital consumers to develop branded content and engage communities for clients in real time.

In the studio, iCrossing plans and manages the daily editorial production and publication of branded content (such as videos, infographics, articles, blog posts, and tweets) to engage communities. The studio relies on a team of audience researchers, Emmy award-winning content producers, and WOMMA-trained audience managers experienced in real-time content creation.

iCrossing researchers use analytics-based approaches to understand the interests and behaviors of our clients’ communities. Their insights inform the content we develop and community management approaches we undertake.

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