Always On: Advertising, Marketing, and Media in an Era of Consumer...

The thought leaders at Booz & Company and strategy+business magazine 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 On introduces 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 terms
Figuring 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 On puts 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.