REAL-TIME MARKETING IN A VISUAL WORLD 183 It can be a fine line to tread, but getting it right can boost sales, bring new customers on board, and fuel peer-to-peer recommendations. The graph on the right by eMarketer, citing data from GolinHarris, shows the impact RTM can 7 have on potential customers. As you can see, positivity, interest, recommendations, consid- eration, and trying or buying of the brand were all markedly increased by exposure to real-time marketing. We know that a marketer’s goal is to get the right message to the right person at the right time and in the right place. But how do they know who is the right person, when is the right time, which is the right place, and what is the right message? That is where real-time listening and insights come in. The 2013 eMarketer report Meeting the Need for Speed: How Social Analytics Support Real-Time Marketing breaks down the seven types of real-time marketing that exist, which gives an idea of the potential that exists for companies. What is clear with RTM is that brands can’t afford to ignore it in their marketing strategy. And 2013 appears to be the year that brands will have made the transition to using real-time data in their marketing campaigns. See the graph above from eMarketer, citing data from an Infogroup Targeting Solutions and Yesmail Interactive survey, for an overview of how brands are using real-time data. So what is different now, and why is RTM suddenly an option for so many brands that may have overlooked it before? To answer that, we need to look at how the resources available to mar- keters have changed as social media technology has moved from being an interesting sideline in a company’s communications to being probably the most powerful tool available in the modern marketing tool box.