Skip to main content

The Globe and Mail

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.


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.

Story continues below advertisement

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

Mobile users can click here.

Report an error Licensing Options

The Globe invites you to share your views. Please stay on topic and be respectful to everyone. For more information on our commenting policies and how our community-based moderation works, please read our Community Guidelines and our Terms and Conditions.

Please note that our commenting partner Civil Comments is closing down. As such we will be implementing a new commenting partner in the coming weeks. As of December 20th, 2017 we will be shutting down commenting on all article pages across our site while we do the maintenance and updates. We understand that commenting is important to our audience and hope to have a technical solution in place January 2018.

Discussion loading… ✨