They define it as follows:

“Real-time marketing describes an organization’s ability to interpret and respond to opportunities within a time frame that provides business advantage using tools, technologies and processes that capture, monitor, analyze and act on information in real time.

This technology offers a real competitive advantage for organizations today. Most real-time marketing use cases focus on demand generation, advertising, promotion, sales and service. The goal is to streamline the buyer journey and get buyers to purchase quickly”.

They go on to explain that it combines behavioural analytics to respond so that consumers get the ‘right message at the right time’ across the customer lifecycle. What has been called ‘sense and respond marketing’ for a long time. They see this as offering a competitive advantage since the speed at which organizations are able to reach consumers with the right messaging will differentiate them from competitors.