Gartner Research

Introduction to Real-Time Marketing, Part 3: Real-Time Communications

Published: 04 January 2013

ID: G00245845

Analyst(s): Richard Fouts


The digital world's real-time nature disrupts traditional communications while opening up new opportunities. In this document, we provide practical advice for how marketing executives can adapt their organizations to the demands of real time.

Table Of Contents


  • How Does a Real-Time World Impact External Communications?
  • Owned Media Picks Up the Pace
  • Marketers as Real-Time Publishers
  • Microblogging Is Inherently Real Time
  • Real Time's Influence on the Organization
  • Influencer Communications Is Inherently Real Time
  • What to Do Next
    • Update Processes That Conflict With the Real-Time Paradigm
    • Influence Stories as They Emerge
    • Use Media Alerts When Time Is of the Essence
    • Consider the Real-Time Pressroom
    • Guide Real-Time Communications With Relevancy and Context
    • Establish a Content Marketing Function
  • Conclusions
    • Real-Time Communications Challenges Old Processes
    • Real-Time Communications Stimulates Solutions for a New Role
    • The Tone of Real-Time Communications Must Be Authentic and Sincere

Recommended Reading

©2021 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Become a client

Learn how to access this content as a Gartner client.