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Ryan Caligiuri: How to score with real-time marketing

Chicago Bears running back Chester Taylor (C) scores a first quarter touchdown, with quarterback Jay Cutler (C, rear) signalling the score, as Seattle Seahawks' Aaron Curry (L) and Lawyer Milloy (R) defend during their NFC Divisional NFL playoff football game in Chicago January 16, 2011.

JEFF HAYNES/REUTERS

Cookie brand  Oreo proved itself a nimble player on the marketing field during the recent Super Bowl, when its social media team posted a tweet accompanied by a Twitter ad with a lone Oreo cookie and the message, "You can still dunk in the dark."

It was an example of real-time marketing, and success comes from responding in real, or near, time with timely and relevant messages that resonate with audiences, writes marketing expert and Report on Small Business columnist Ryan Caligiuri in his latest column. You can read it here.

Want to use real-time marketing effectively? Mr. Caligiuri offers four ways to tap the trend.

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Mr. Caligiuri was online to take your questions on real-time marketing.

Mobile users can click here.

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