Marketers have flocked in droves to the concept of real-time marketing (RTM). At its core, RTM is about reacting in the moment to events or conversations with relevant and timely content. Do you remember the Super Bowl a few years back when the lights went out due to a power cut? Oreo was on it, instantly tweeting an image of a cookie in the dark with the tagline, “You can still dunk in the dark.”
Other brands have similarly reacted on the fly with popular campaigns in real....