We make choices on products and services everyday based on past preference, emotional motivations, brand messaging, input from those around us (online and off), etc. The sources are everywhere and they guide our decision. But then we add in accessibility, immediacy of need ... ok you get the point.

The "real-time web" that is Twitter and online properties like Twitter are driving consumer sentiment in a significant way. People are opting into messaging and paying attention to corporate responses to issues that they have encountered before, during and after the purchase process and yes brands like Ford, Coca Cola and many much smaller than these are taking heed. (http://online.wsj.com/article/SB12492583024030034...

With that introduction I believe that there are two types of advertising that everything will roll-up and into and I will call them Evergreen and Real-time.

Evergreen falls closely to the traditional media advertising and PR. It is persistent and expected. It creates impressions and although it affects the product / service in the consumers mind it typically will be used to create a sense of breadth and professionalism that is difficult to convey in the other type of media - Real-time.

Real-time or just-in-time marketing will be used to influence the consumer when they are at the point of purchase just as you described in your post. Many new media marketers would have you believe that this is the only type of marketing that will exist in the future, but I believe it is just not true.

New media marketers who understand how to effectively use the communication vehicle will insert themeselves and their offering strategically to make a lasting and positive impression when the opportunity presents itself. You might say that the guy who shoots a beer deal via a mobile device is intruding upon the personal space of the passer by, but where the user "tweets" I need a beer and the marketer invites him down to have one the opportunity created is wholly different.

To conclude, real-time marketing is about listening more than talking, responding more than promoting and being timely, relevant and visible when the opportunity creates itself. That's when the magic happens.