Put simply, real-time marketing is strategic communication on-the-go. The overall purpose is to exploit current events by inserting the organization’s communication into those. Much like strategic communication as ploy, as we discussed in chapter 1. The overriding point here is that as new information becomes available to the organization, the organization takes advantage of that. See e.g. how NASA inserted itself into the event of the movie Gravity winning the Oscar for best director in 2014.
But instead of us explaining this to you, take time to watch this video featuring the author of the book Real-time marketing, David Meerman Scott, detailing what this concept is all about.