Staying Agile for Realtime Marketing Success

The document discusses the concept of real-time marketing and how technology and customer expectations are driving the need for more agile marketing approaches. Real-time marketing aims to provide the most appropriate offer to a specific customer at a given time and place through dynamic decision-making. It also discusses how consumers now expect interactions and responses anytime, anywhere, across multiple devices. The document provides examples of companies responding quickly to current events through social media. It argues that in order to meet rising customer expectations driven by new technologies, marketing needs to become more agile by constantly learning and improving through collaboration and relevant, timely campaigns.