The following is part of a series of blog posts related to 2013’s hottest point of social discussion—real-time marketing. This is the second post in the series. The first post is here. The second post is here. The third post is here. The fourth post is here. The fifth post is here.

Real-time marketing… it sounds great, but it also sounds like a headache and an insurmountable task for many brands. Organizations are built to be risk-averse and move slowly. That's not exactly what real-time marketing demands from brands, and that's why challenges for real-time marketing live at the organizational level.