Always-on marketing

Are you practising always-on marketing, and if not, why not? The opportunity to dynamically update and test digital media and experiences to improve effectiveness has always been claimed as a key benefit compared to traditional media, but does this happen in practice? So in our new research report on managing digital marketing we were interested to see to what extent companies have processes in place to manage optimisation continuously. Dynamic personalisation and structured testing and improvement of digital experiences is a key feature of Always-on marketing, a term which has emerged to show a change in emphasis from burst marketing campaigns to generate awareness and response to investment in marketing activities which continuously drive and meet changing demand. This is what Google has called the Zero Moment of Truth (ZMOT). For Always-on marketing to be effective, efforts should be made to increase the effectiveness of different digital channels through testing, review and opt


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