While there is still some question as to what marketers mean when they talk about “real-time marketing,” the survey found that definitions are crystallizing around one primary idea of “dynamic personalized content across channels.” Subscribed to by 43% of marketers, this response had a 30-percentage-point lead ahead of the next most popular definition. For now, though, even if marketers are beginning to understand real-time marketing, it is still much easier to harness certain channels over others. Email was the No. 1 channel where marketers sent out real-time personalized messages, used by 55% of respondents. The web channel was the next most popular for getting out real-time messages. In the future, however, email will move—somewhat—to the back burner, as marketers focus on other real-time messaging channels. Cross-channel real-time messages, while sent out by only 29% of marketers at the time of survey, saw the most interest for future implementation, at 49%. Mobile devices will also become more important to real-time marketers, with 42% planning to invest going forward. Get the full story at eMarketer