The concept of "real-time marketing" has been getting a lot of buzz lately as people debate the effectiveness of engaging their audiences through in-the-moment tactics that relate to a current event, developing trend or other hot topic. Raising an interesting point, a recent eMarketer article mentions a shift from real-time to right-time. It says, "Something delivered at the right time doesn't necessarily have to be created in real time." The thought here is that it's more about delivering the message -- one that could be crafted days or even weeks prior -- at the optimal moment than it is about creating and communicating content on-the-fly. With any marketing effort, timeliness has always been a huge factor so it will be interesting to watch how this concept of right-time evolves.