• by Wayne Friedman , Staff Writer, September 23, 2013

Real time advertising isn’t a cure all for what ails a company’s marketing woes.  

Speaking at the OMMA Global at Advertising Week event, Bryan Wiener, chief executive officer of digital agency 360i, says it near-sighted for one’s entire marketing strategy to be only -- or primarily -- about real time marketing.

Amanda Richman, president of investment & activation of Starcom USA says, ultimately: “The brand has to be the Northstar.”

Some misconceptions about real-time marketing: “It’s not always on; but always ready,” says Colin Kinsella, chief executive officer of Mindshare NA. He says the “paradigm” marketers should work from.

However, the positives for real-time marketing continue. Says Kinsella: “You can tell when it started and when it ended. It has a 10 to one ROI (return on investment) versus TV or digital.”