The wait is over. Prince Louis Arthur Charles has arrived, bringing much excitement across the country.

The royal baby's arrival also brought with him a tremendous marketing opportunity for British producers and retailers of baby products who can reference the royal baby in their promotional campaigns. In fact, it's been said the new royal prince will add £50m to the UK economy before he reaches his first birthday as a result of the ‘royal effect’. Case in point - the dress Princess Charlotte wore to visit her new baby brother sold out within hours of her being seen in it.  

But it wasn't just likes of Mothercare or JoJo Maman Bebe who have capitalised on the arrival of the birth of new prince. Last week, we saw press ads from the Lidl promoting baby wipes – “the royal treatment for your little one” – and Amazon Alexa saying “Now one can ask Alexa to always in on one’s new arrival from anywhere in one’s home”. Madame Tussauds also sent a waxwork Queen to St Mary’s Hospital in a taxi to raise its brand profile. 

Gimmicky, sure. But it does raise the question about how effective real-time marketing actually can be.

If we think back to 2013, Oreo was celebrated for its clever marketing tactic to tweet “"Power Out? No problem" with a starkly-lit image of a solitary Oreo and the caption, "You can still dunk in the dark", within minutes of the infamous Super Bowl blackout. Since, then brands have tried to mimic just this. And it seems to work.

A report by Smart Insights found that 76% of marketers saw real-time marketing increased audience engagement while 56% said it increased customer satisfaction and positive brand sentiment. A quarter believes it improves conversion and ROI.

So what do you think? Is real-time marketing intelligent and effective? Or does it feel forced and clunky? Is it the future or just a fad? To me, it’s all about offering the right content at the right time and that can only be a good thing for communications.