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The Future of RTM

In: Trendology

Author

Listed:
  • Chris Kerns

Abstract

WE’VE BEEN ON QUITE A JOURNEY so far—looking at how brands use Twitter, bringing data to real-time marketing to show what works (and what doesn’t work), and understanding how brands and media companies can leverage in-the-moment trends to improve engagement with their audience. And now that we’ve built out a framework for bringing data into every part of a brand’s RTM strategy, how do we plan for the future? And what does the future of real-time marketing even look like?

Suggested Citation

  • Chris Kerns, 2014. "The Future of RTM," Palgrave Macmillan Books, in: Trendology, chapter 0, pages 207-223, Palgrave Macmillan.
    • Handle: RePEc:pal:palchp:978-1-137-47956-3_9
    DOI: 10.1057/9781137479563_9
    as

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