One of the undisputed advantages of the Internet is that it runs 24/7. Internet time means that things happen faster than they do in real life — conversations continue ‘round the clock, information is continually compiled and ideas appear at any time. Internet time is advantageous to marketers because you can participate in discourse in your industry, build awareness and aggrandize branding efforts by putting up content.
Technology is apparently a limitless tool, but what about connecting with customers and prospective client right now? Real-time marketing is a snappy technique that takes advantage of Internet time and the far reach of the medium via various platforms. Real-time marketing, or RTM, is a method of participating in Internet news and trends by fitting the topic to your own marketing needs.
Whether or not you’ve ever heard of RTM, the concept is a similar one to newsjacking, a term conceived by David Meerman Scott. Newsjacking refers to the adoption of a piece of news as a vehicle for driving a marketing agenda. This agenda may include a particular product or service, or simply relate your company in a more general way. Newsjacking is a common enough practice that can be applied across online media, from the company blog to social media networks.