Snapchat was supposed to be dead by 2013, or by 2014 at the latest. Either way, it was supposed to be long forgotten by 2015 -- especially after it turned down a multi-billion-dollar offer from Facebook. Instead, the photo messaging app rang in 2015 with a fresh $486 million. Snapchat rose side-by-side with "real-time marketing" via social media, but rarely does one see a "Real-Time Marketing [Fail or Win]" headline involving Snapchat. Some ingredients, however, are in place.