How practical is real-time marketing?

‘Real-time’ marketing, enabled by digital and social channels, promises to create dynamic new customer engagement opportunities for B2B brands – but how practical is it? This topic was explored in a recent roundtable, in association with OgilvyOne dnx

The notion of ‘always-on’ marketing is now firmly established within B2B, with buyers expecting information at their fingertips at a time to suit them, rather than having to wait for seasonal communications from vendors. But are we on the cusp of another dramatic shift in the timeframes within which marketing operates: from always-on, to ‘real-time’?