• by Gavin O'Malley , Staff Writer @mp_gavin, January 31, 2014

Forget about real-time marketing. Instead, agencies should be putting their best minds on "right-time marketing," according to Matt Wurst, director of social marketing at 360i. (While he promised to stop talking about 360i's tweet for Oreo during last year's Super Bowl, Wurst said it did demonstrate the agency's knack for good timing.) But, how can you know when the time is right? "Data plus planning," according to Wurst. It also helps to have a "news room" or "war room," which consist of people dedicated to monitoring news, information and events that could potentially be relevant to a particular brand. It comes down to "superior analysis with good input," Wurst said. "Good input will yield good output."