What are the advantages of real-time marketing?

First, I had to better understand exactly what is meant by real-time marketing.  Wikipedia defines it as 'marketing performed on-the-fly to determine an appropriate or optimal approach to a particular customer at a particular place and time".  That sounds very much like the in-person face-to-face exchanges of yesteryear - automated - it's back to the future.  Wikipedia goes on to describe real-time marketing as 'a form of inbound marketing that seeks the appropriate offer for a given customer sales opportunity', as opposed to the traditional outbound offer aimed at acquiring customers for a pre-defined offer. 

The goal of real-time marketing is to deliver a customized experience, an experience tailored to the customer's needs and wants.  Whether the interaction is in person, phone, direct mail, or online, the content of every conversation needs to be relevant to the customer.  This is what creates a personal relationship - when someone knows you - they know what you like and don't like.  Real-time marketing creates that personal experience you get when you're with a friend.  It's fun and it feels good.

The advantage of Real-Time Marketing is that it gives customers that one-on-one experience we all crave, while at the same time, broadcasting the company's brand and products to the masses.  Only through social media can that happen.   It's like an on-stage customer service performance, a play where we can all watch how the interaction will unfold.