Before the Super Bowl lights went out, before Isaiah Mustafa rode that horse and before the first brand registered a Twitter account, brand managers knew that real-time consumer engagement was important. The concept of real-time marketing isn’t new to seasoned marketers who have always been highly responsive to current events, consumer trends, market fluctuations, executive statements and responding to crises.

What is new, however, is the convergence of connected consumers who consume content actively and passively, mobile technology that has democratized content creation and curation, and social-savvy brands who have built brand channels and communities of advocates who expect real-time information and responses.

McKinsey’s 2013 Bullish on Digital survey shows companies are thinking through the monetary impact of real-time on their core business, citing digital engagement of customers as the primary area of business that will contribute to financial success (31%).

Today’s real-time digital engagement requires preparation in both operational and organizational readiness, and disruptive technology, like Google Glass, is shortening that process. As wearables become mainstream over the next 24 to 36 months, the dynamics of content, experiential marketing, social media and issues management will continue to evolve, further compressing the time and space in which content can be produced, consumed, shared and remixed.

As more consumers publish and consume content on the fly through smartphones, smart watches and smart glasses, brands will need to adapt their outlook on real-time and evolve their content publishing strategies. Often, all it takes is a small update to existing capabilities to bring a program into alignment with emerging trends.

wpForGlass is the latest technology-focused offering we’ve developed at Weber Shandwick that builds on existing capabilities to help clients understand and adapt to real-time marketing and communications opportunities and challenges, including:

  • FireBell, our social and crisis response platform that educates clients on the immediacy required to manage issues in social media.
  • Mediaco, our content publishing capability that helps clients develop competence marketing in an “always-on” environment.
  • Go Live, our real-time production and live-streaming capability that extends the reach and impact of client events.

wpForGlass is a natural extension of these offerings and addresses the emerging trend of wearable computing and its implications for marketers.

We will be working with clients to understand these dynamics and actively experimenting to take advantage of them. This is just one example of how we’re helping clients adapt to the evolution of real-time.