Many companies have adopted real-time marketing (RTM) strategies, using current events as a context to promote their brand messages and engage with consumers. In this webinar, Omar Rodriguez?Vila will discuss how marketers can improve real-time messaging to influence customer engagement. Based on research with Myoung-Jin Chae and Sundar Bharadwaj, he will present findings of a study that examined the effects of planned versus improvised RTM on social-media likes, shares, and comments. The dynamic creative process of RTM requires new processes, methods, and improvisational capabilities, and this webinar will offer insights into actions marketers can take to improve the performance of their communication strategy.

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