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Real Time = More Time

Submitted by on March 26, 2013 – 10:15 amNo Comment

My last post focused on responsiveness in communications as a source of competitive advantage.  As the world glorifies the rise of real-time communications I wanted to make a short point on a less-considered aspect of real-time information gathering.

Real time = more time.

We often sell our clients on this idea of “real time” as though a communicator needs to make all decisions now in real time.   This is a falsehood.  In fact the faster a marketer knows something, the more time they have to consider a response… Knowing faster does not necessarily mean deciding faster. It often means having more time to make decisions…

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