Many marketers are realizing that if their consumer is always-on, their brands too must also be always-on – or risk becoming culturally irrelevant.
This is a chaotic time for marketers. Balancing their traditional mass reach campaign messages with more niche oriented digital channels and audiences is no easy feat even for the most algorithmically enlightened of programmatic media buyers. More savvy marketers have realized that “pushing” the old message campaign down the tube at an effective frequency rate to assure them some measure of seasonal brand health and purchase intent is no longer sustaining business results like it did in the past. In the era of an always-on consumer, that means brand marketing teams must evolve from being solely “campaign” centric to becoming real-time content creators, curators and distributors – all in the interest of delivering more persistent, compelling and contagious brand-linked experiences to maintain both share of voice and cultural relevance.