Always On

[back cover]Praise forAlways On"Chris Vollmer'sAlways Oncaptures the dramatic changes taking place in the marketing-media ecosystem and renders them and their implications with striking elegance. Whether you're a packaged goods CEO or a media-company sales chief, there's a wealth of practical guidance in Vollmer's book."-Randall Rothenberg, president and CEO, Interactive Advertising Bureau"Always Onis the book to read if you want to understand the ever accelerating chaos that now marks the world of advertising, marketing and media.Always Oncaptures the essence of how the Internet is putting control in the hands of consumers, and offers straightforward guidance for executives and companies to not only survive-but thrive-in that world as it changes."-Dave Morgan, executive vice president of Global Advertising Strategy, The AOL division of Time Warner"Always Onis a must-read for the modern marketer. We live in a world where a brand connects, communicates, interacts, informs, and touches its customers every day, everywhere. Always On is an owner's manual for today's brand manager. Keep it in your glove compartment."--David Verklin, CEO, Aegis Media Americas, and author ofWatch This, Listen Up, Click Here [french flap copy]The Future is Now-Get Ready to Reap the Profits.We stand at the beginning of a consumer-centric age-an era with potentially enormous returns for leaders in marketing, advertising and media -if they get their approach right. The new media environment is "always on," digitally accessible to audiences from anywhere at any time, and responsive to their control. As consumers get used to this, the world of marketing is shifting to one of constant experimentation, fine-grained insight through new metrics and other means, and continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it.The thought leaders at Booz Allen Hamilton andstrategy+businessmagazine have collaborated to create an up-to-the-minute exploration of this turbulent yet promising new digital era and its implications for corporate executives and marketing and advertising professionals. Giving you profiles of the best in the business and deep explorations of the most effective innovations and strategies in the marketing world,Always Onintroduces you to the companies that are reshaping the ways we will reach customers in the future. Their secrets are in this book, including how to:Match your messages to the right media * Learn the leading strategies of consumer-centric pioneers * Discover the lessons of laggard marketers * Explore viral marketing * Track advertising spending shifts * Capture emerging opportunities in a world of constant change * Master the new marketing metrics * Engage your customers on their termsFiguring out the best mix of strategies for any brand requires experimentation, networking, innovation, analytics, and risk taking - qualities that have never been adequately nurtured in a marketer's traditional career path.Always Onputs you at the front of the race for successful innovation, with the latest successful approaches and techniques-essential competitive knowledge in a marketing and advertising world that never quits.Vollmer, Christopher is the author of 'Always On', published 2008 under ISBN 9780071508285 and ISBN 0071508287.