Over the past five years, the rise of mobile phones, SMS, Facebook, Twitter and other real-time driven technologies has been exponential. In addition, people have been shifting their media time from newspapers, television and other broadcast media to real-time, interactive media. Brands that want to live in the new world order need to understand these trends, embrace them, and respond accordingly.
We are the forefront of a world in which brands communicate in real-time with their consumers through digital channels. Some brands are experimenting with Twitter streams, frequent Facebook updates, live-chat driven customer support applications and other methods. Real-time (or near-real-time) communications aren't limited to digital channels, however -- when a company runs a "congratulations" commercial to the winner of a sporting event right after that winner was official (by producing different versions of the commercial in advance), they, too, are communicating in real time. What this shows is a passion for their field and an understanding of the expectations of the public: they want it and they want it now.
