We are marketing in the age of the always-on consumer, a majority group that takes web access with them on-the-go. Being always-on means these consumers are persistently connected to the web, which presents new opportunities and challenges in brand storytelling.
Always-on consumers now make up about half of the US market. ComScore confirmed last year that at least 54% of consumers were using multiple devices—such as a laptop and a smartphone—to consume media. The trend is growing.
The Vivaldi Always-On Consumer 2014 report had similar results, estimating that 48% of the US population are now “always-on consumers” who are connected online with multiple devices and from locations throughout their daily lives.
To market to always-on consumers successfully, you must find new ways to connect with them, collaborate, and support them in a way that is also increasingly also always-on.
To begin with, let's clarify that always-on marketing goes beyond simply being multi-platform...Read More