Gartner Research

Introduction to Real-Time Marketing, Part 1: Exploring the Concept

Published: 12 October 2012

ID: G00228396

Analyst(s): Richard Fouts

Summary

Real-time marketing describes an organization's ability to understand and rapidly respond to opportunities and threats within time frames that can impact business advantage. In a global digital economy that is always on, this capability is becoming necessary to compete versus "nice to have."

Table Of Contents

Analysis

  • What Is Real-Time Marketing?
  • When Did This Trend Begin?
    • Real-Time News and Communications
    • Real-Time Product Management
    • Real-Time Customer Service
    • Real-Time Distribution
  • Migrating to a Real-Time Culture
  • A Common Denominator of Real-Time Organizations
  • What to Do Next
    • Get IT Involved
    • Rethink Process Support for Real-Time Marketing

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