Public Relations & Social Marketing Insight

Real-time marketing is currently one of the most prominent trends in digital, however many businesses are still only just starting to experiment with this tactic.

A key question therefore is how fast is ‘real time’?

In Econsultancy’s new Real-Time Marketing Survey Report, published in association with Monetate, more than four-fifths of all respondents (80% company, 82% agency) said that responses should occur in two minutes or less.

At the sharp end, 12% of company respondents said that real time was the ability to respond to consumer behaviours in less than a second. The ability to respond this quickly obviously requires marketing automation software, as human intervention wouldn’t be feasible in such a short timeframe...