184 THE POWER OF VISUAL STORYTELLING The Seven Types of Real-Time Marketing 1. Real-time buying (RTB). An automated method of buying and selling ad impressions on demand and on an impression-by-impres- sion basis; often referred to as programmatic buying 2. Dynamic creative optimization. A method of automatically changing an ad’s creatives to gain the best response from the ad’s target audience 3. Social customer relationship management (CRM). A way of using social media to rapidly respond to customers who comment or complain on social media sites 4. Real-time content marketing. Using insights from social ana- lytics to quickly develop digital content that meets an immediate marketing need 5. Real-time ad campaign rebalancing. Using insights gleaned from online conversations about ad campaigns to make on-the-fly changes in media mix or creatives 6. Aligning marketing with trending topics. Creating content, posts, or other marketing materials themed to news events or top- ics that social media users are discussing 7. Strategic business decisions. Applying insights from social media to rapidly make changes in product development, pricing, or other larger business activities8 Back in the 1960s advertising went through a revolution as television became ubiquitous in people’s households. Think of Mad Men: stylish advertising executives telling people exactly what they needed and how a product would deliver the solution. In the last few years marketing has gone through another revolution: the social revolution. Marketers no longer tell people what it is they want. Instead, they listen to customers’ needs and develop products accordingly.