Gartner Research

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

Published: 04 January 2013

ID: G00245845

Analyst(s): Richard Fouts

Summary

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

Analysis

  • 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

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