Some social media experts have provided management consulting on the merits of real time marketing. Joe Pulizzi, the founder of Content Marketing Institute feels that it is essential for marketers to start with a certain strategy and not jump ad-hoc. Katy Powell, the CEO of Immediate Future feels that every organization needs to be part of the journey before casting the net wide on real time marketing. Lauren Duggan of Insightful Agency concurs. Author Michael Brenner feels the need for marketers to be relevant. Erik Qualman of Social-nomics and Jason Falls of Elasticity agree with this view. Thought leader Jeff Bullas feels that marketers must embrace big data in a greater way. Author Adam Metz also feels that big data is part of the way forward.