• by David Goetzl  @dgoetzl, June 21, 2013

Day 2 at the MediaPost Brand Marketers Summit has kicked off with a panel that will delve further into real-time marketing. Scott Carlis, a vice president at entertainment conglomerate AEG, defines it as "marketing at the speed of culture."

Tom O'Keefe, CEO of O’Keefe, Reinhard & Paul, says consumers don't want to feel as if a company has been planning a real-time initiative for months -- they appeciate spontaneity. Consumers don’t want to be engaged by conversations started by a brand, they want brands to engage in coneversations that they’ve started, O'Keefe said.