Always On Summary

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Always On by Christopher Vollmer asserts the exploration and potential of the digital age. The book gives hints and tips for executives of marketing and advertising professionals. The book layout introduces the reader to many innovative companies that are reshaping their marketing tactics and how consumers will be reached in the future using new digitally enhanced methods. The book talks about approaches such as incorporating new perspective matching a company’s messages to the right media selection. It also emphasizes staying ahead of the game in a world of constant change and that companies need to be learning the strategies of being centered on consumer wants. This book lays out the practices, perspectives, and lessons from various marketer …show more content…

More marketing agencies are realizing that digital marketing is the base to where more marketing dollars will be spent in the near future. A chart within the book shows the platform of growth in technology in 2007 and what is projected in 2010 (exhibit 3-1, pg 82). Another strength from this book is the assertiveness and stepping out of the box attitude. This book shouts at companies that the time to change is now and you must embrace the reality that consumers are always on. The book claims that the old tools and comfortable techniques to draw in consumers aren't working as efficiently today and they won't work at all tomorrow. A small section (pages 92-102) show examples of how many companies are shifting their spending towards new media while trying to revamp the old in a digital way. Examples include ESPN and Time Warner both focusing on retail aspects to create a more consumer centric goal. Lastly, the book really cracks down on the importance of consumers being in control and they want to be there. Consumers want that connection with the company. An excellent example is used right in the beginning pages (page 3-4) about Nike shifting its strategy and making a more contemporary playbook that focuses on making deeper connections with

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