Applying Real-Time To The 'Old And Basic'
Neil Vogel, CEO of About.com, called what About.com does "old and basic," but that hasn't stopped them from being real-time. Speaking on the "What the Shift to 'Real-Time' Means for Media" panel at OMMA Global this afternoon, Vogel was asked whether or not that shift has called for an aggregation of content. He doesn't think so.
"We create all of our own content," he said. "How real-time works for us…is we can bring a marketer to the point of intent." He gave an example of someone searching about making a new deck for their house, and that they will come to About.com to learn how. "And Home Depot would love to be there," he said.
He believes About.com's definition of real-time differs from others. "Real-time for us is that real-time second of intent," he noted. "We're a little bit less concerned with 'This is the Apple launch,' but we do want to be there at the point and place when someone says, 'I need to upgrade my Apple. What do I do next?'"