Consumers today are spoilt for choice. To win them over, brands need to deliver real-time customized experiences. New technologies and techniques are allowing them to do just that. Consumers today are extremely brand savvy. With access to various media platforms to conduct research, compare prices and ultimately purchase products, consumers favour brands that deliver experiences that suit their needs in the present moment. Consumers have begun to recalibrate what is expected from their media, stores and brands – demanding real-time personalized information every step of the way. What is real-time marketing? Real time marketing is defined as using apt communication tools to provide a more profound yet personalized consumer experience and information – at the right time and place – so as to address a consumer’s needs with accuracy. This is a component of Present Tense Marketing, which concentrates on ways of understanding consumers’ current situation for a personalized experie