Campaign-centric marketing (plan it, produce it, send it) still has relevance. However, marketing must rapidly evolve to succeed in a world where consumers are in control of when and by what channel they will interact with brands. Marketing, just like society, has to become always-on. So what does it mean to conduct always-on marketing in an always-on world?
Marketing no longer stops when marketers go home after completing traditional activities like planning the activity calendar, holding production meetings with agencies, delivering briefings, and reviewing creative iterations. Read entire article here>