To be successful in real-time marketing, marketers and their agencies need to rethink the creative process, according to a new eMarketer report, “Real-Time Marketing: Speeding Up the Creative Process.” Marketers know that they must speed up the ways they produce content and advertising to capture consumer attention in today’s fragmented media and device landscape. Companies are using what they learn from rapid-response marketing in social media to create efficiencies in their broader marketing organization and to find ways to deploy real-time strategies not only in digital media but in traditional media as well. How can marketers best embrace real-time creative? Mondelez’s Bonin Bough, vice president of global media and consumer engagement, sums up the mindset: “It’s not necessarily about developing creative in real time. It’s about having a creative approach that allows you to operate in real time.” Get the full story at eMarketer