AdAge today posted "Five Fast Truths About Real-Time Marketing," starting with number one: Really Fast Doesn't Mean Really Good. Despite the current obsession with speed, "quality will prevail," writes AdAge.
Other Adage truths are that real-time is about the future and that it is mobile first. The article says, "Real-time content works best in a feed, as that is typically the point of (re)sharing. One of the best side effects of being a real-time branded-content publisher is significantly improved mobile penetration—the majority of mobile-app usage is social in nature."