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Blaze: Marketers need to be nimble

David Meerman Scott
Newsjacking and Real-Time Marketing

 “Marketing has traditionally been about campaigns,” says David Meerman Scott, author of Newsjacking and Real-Time Marketing. “It’s war. It’s strategy, and it’s building a plan for next quarter. That shouldn’t go away. But we have fleeting moments of opportunity that exist now.”

Scott will lead a real-time marketing panel at the 2013 Global BMA Conference, joining representatives from Raytheon Company, ADP and the Inland Real Estate Group of Companies on stage as they discuss the way that their marketing organizations have leveraged current events.

“Real-time marketing is the idea of watching what is in the news and drafting your company’s messages and information off of breaking news stories,” Scott says. “Done well, it’s an amazing way to generate business.”

A company must have legitimate ties to a current event and be able to provide insight that furthers the conversation around the topic, he says. The best approach is to produce a piece of content on the web—a blog post, video or infographic—that can be found not only by search engines, but also by journalists.

Reporters often quote blog posts, bringing increased attention to the content. But that also means that marketers need to be nimble enough to keep up with the news cycle. The careful planning that goes into a traditional marketing campaign does not apply to this work. “Speed is critical,” Scott says.

David Meerman Scott will moderate “In the Moment: How and Why to Do Real-Time B2B Marketing,” on Friday, May 31 at 9 a.m. He has spoken at previous BMA conference, and attendees have rated him a top speaker.

To learn more about the 2013 Global BMA Conference, or to register, visit


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