At ‘BtoB’s’ Digital Edge: Scott emphasizes ‘real-time marketing’

©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.

BtoB Daily News

Chicago—During BtoB’s Digital Edge virtual trade show Thursday, keynote speaker David Meerman Scott urged b2b marketers to engage in what he called “real-time marketing.” The rise of the Internet, search and social media, he said, has created an environment in which marketers can take advantage of news cycles more than ever before.

Scott, the author of “The New Rules of Marketing & PR,” (Wiley, 3rd edition, August 2011) opened with the example of an Australian insurance company, TIO ABN, which took advantage of President Obama’s recent trip Down Under. The company announced on its website and elsewhere that it had given the president free crocodile attack insurance in honor of his visit.

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