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Always On: Advertising, Marketing, and Media in an Era of Consumer Control (Strategy + Business), by Christopher Vollmer, Geoffrey Precour
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The Wall Street Journal Bestseller
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 continual innovation of the visible advertising message, as well as the changing business infrastructure beneath it.
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.
- Sales Rank: #1602638 in Books
- Published on: 2008-04-15
- Released on: 2008-03-25
- Original language: English
- Number of items: 1
- Dimensions: 8.50" h x .50" w x 5.60" l, .59 pounds
- Binding: Paperback
- 215 pages
From the Back Cover
Praise for the Wall Street Journal Business Bestseller
“Chris Vollmer's Always On captures the dramatic changes taking place in the marketing-media ecosystem and renders them and their implications with striking elegance.”
-Randall Rothenberg, president and CEO, Interactive Advertising Bureau
“Always On captures 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 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 of Watch This, Listen Up, Click Here
“This book addresses the highest level of consumer-centered advertising and marketing strategy in a way that will pay big dividends for the reader. If you do not understand the digital world, it is a must read for anyone who wants to succeed in the 21st Century.”
―ROBERT L. DILENSCHNEIDER, founder and chairman,The Dilenschneider Group, Inc.
“Helps marketers, agencies, and media companies understand the larger context of the consumer-in-control era, from the splintering of medial channels to the development of new metrics for advertising effectiveness.”
-Strategy + Business magazine
About the Author
Christopher Vollmer is a Vice President of Booz & Company, and leads the North American media and entertainment work.
Most helpful customer reviews
6 of 6 people found the following review helpful.
The elimination of media downtime in a "flat" world
By Robert Morris
This is one of the volumes in "The Future of Business from Booz & Company" series in which the firm's senior-level executives explain especially significant developments and emerging trends within major sectors of the global marketplace. (Booz & Company is the new name for the commercial side of Booz Allen Hamilton.) In this instance, Christopher Vollmer with Gregory Precourt focus on advertising, marketing, and media during "an era of consumer control." Moreover, that control is pervasive and expanding throughout a world that has become "flat." As Thomas Friedman explains, "It is now possible for more people than ever to collaborate and compete in real time with more people on more different kinds of work from more different corners of the planet and on a more equal footing than at any previous time in the history of the world." That is to say, it is now possible for almost everyone and everything in today's world to be connected in all manner of relationships.
To what does the title refer? According to Vollmer, "As with the Internet that helped to shape it, the new environment is `always on' because the consumer is always present: constantly seeking opportunities and value, taking advantage of the multiplying media around it, and (at the same time) being bombarded with ever more media in ever more forms." What about marketers? They are "'always on' as well: they have no respite or downtime because the rapidly changing nature of their audiences - and the means of connecting with them - requires continual experimentation, innovation, and shifts in strategy."
All of the authors of volumes in this series have the full benefit of a wealth of resources that have been accumulated during the completion of Booz's client assignments throughout the world. The specific observations and recommendations that Vollmer offers are research-driven and based on real-world information. For example:
How the 21st century marketing mix has developed and how marketing initiatives must change to take full advantage of it (Chapter 1)
Why an understanding of the 21st century is "the currency that trumps all others"; also, lessons to be learned from Procter & Gamble, one of the most successful digital age pioneers (Chapter 2)
How several media giants (e.g. ESPN, Time Warner, Vogue magazine, MTV, E.W. Scripps Company, and NBC Universal) have responded effectively to the "post-analog, always-on mandate"(Chapter 3)
How metrics that are both behavior-specific and action-specific (if applied correctly) can create a significant - if not decisive -- competitive advantage after completing a transition from exposure to engagement (Chapter 4)
Why advertising agencies need to understand what marketers now expect, indeed demand: "how much their actual value to marketers has shifted fro `the big creative idea' and `the most efficient media buy' to `the most sophisticated and innovative media planning.'"; also, why and how the agency of the future must be more than an advertising partner - it must be a business builder. (Chapter 5)
Then in Chapter 6, Vollmer reiterates that his book's title was selected because "there is no longer any downtime in advertising, media, or marketing. The pace is so relentless that the expression 24/7 does not do it justice. Think more in terms of 60/60/24/7. Every second a connection is being made with a consumer somewhere. So marketers, media companies, and advertising agencies must be always on." He then shifts his attention to the need for advertising agencies to complete the transition from Proposition 3 (i.e. segmentation of specialized services) to Proposition 4 that says, "We are all in each other's world. The more we know each other, the more helpful, relevant, and entertaining the marketing and advertising of products and services can be." Vollmer also discusses an exemplary agency, AKQA, and the lessons that can be learned from how its people fulfill a vision of being "an idea agency. It's not necessarily creative or media."
In less than 200 pages, Vollmer provides a remarkably comprehensive and cohesive examination of what he envisions as a "60/60/24/7" future for advertising, marketing, and media. In fact, what he has shared with rigor as well as eloquence reminds me of what Peter Drucker said ten years ago when he shared his own perspectives in what lies ahead for managers. "Predictions? No. These are the implications of a future that has already happened."
Additional notes and resources are available at [...]
Those who share my high regard for this book are urged to check out Friedman's The World Is Flat 3.0: A Brief History of the Twenty-First Century (Further Updated and Expanded Edition), Competing in a Flat World: Building Enterprises for a Borderless World co-authored by Victor K. Fung, William K. Fung, and Yoram (Jerry) Wind, John E. Ettlie's Managing Innovation (Second Edition): New Technology, New Products, and New Services in a Global Economy, Fast Strategy: How strategic agility will help you stay ahead of the game co-authored by Yves Doz and Mikko Kosonen, Dean Spitzer's Transforming Performance Measurement: Rethinking the Way We Measure and Drive Organizational Success, and Enterprise Architecture as Strategy: Creating a Foundation for Business Execution co-authored by Jeanne Ross, Peter Weill, and David Robertson.
2 of 2 people found the following review helpful.
Marketing and advertising executives beware! Either abandon taglines and logos, or be put out to pasture by being outdated.
By Jeff Lippincott
I liked this book. I thought it read pretty well. And I suppose writing about its topic is kind of timely. The business world is shifting. It's in a state of pretty rapid change. 15 years ago business was pretty predictable. But since then, we have been moving away from bricks and mortor shops and in-your-face advertising to e-commerce and Internet marketing.
The funny thing is we are kind of in between the two extremes at present. There are lots of companies, large and small, that still hang on to tradition. If it ain't broke, then don't fix it. They operate bricks and mortor. And their sales are declining. Then there are those who operate their companies online exclusively, or near exclusively. There companies are expanding, often at the expense of the bricks and mortor companies. And there are the businesses that do a little of both.
This book is aimed at marketing and advertising executives, especially the ones who have their head in the sand and still hang on to tradition. This book shouts at them that times are changing and you MUST accept reality that the new media environment is digital and it is always on. This means that the old tools and techniques they are comfortable with aren't working too well today and they won't work at all tomorrow. Either go with the flow (and adapt/change) or be put out to pasture as not being worth much, if anything.
The reason I didn't give this book a 5-star rating is much of what it says could have been said 5 years ago - and was. Why did the author wait 5 years to write it? And since what we get in this book is not so eloquently stated, I doubt readers will find much value included in its pages? Sure, the material is accurate and fairly well documented. But can the reader take action after she turns the last page and puts the book down? I think not. I suspect all the reader will say is that I have a lot of changing to do, and I'm not sure where to start.
Another problem I had with the book is at the end of each chapter there was a "Resources" section. Normally this would be great. But when I looked closer at the resources cited they were all dated - not particularly current or recently written. And I suspect the contents of the book were based on these readings. Nobody has a definitive answer as to how a marketing professional should proceed in the Internet Age, and how to engage the consumer. But more ink could have been used in this book to cover that topic so the reader could find some real value in this book. 4 stars!
0 of 0 people found the following review helpful.
A bit repetitive if you're in the marketing game
By Rick Toone
I read the book cover to cover waiting for the ah-ha to hit me. It never did. Maybe I'm too close to the subject and was hoping for the latest update in this area. The book does a nice job of laying out a mindset needed for the new digital world of marketing. As we all know getting customers isn't the same as it was a few years ago, and the author puts forth a good effort in explaining todays market. If you're new to digital marketing this is a good place to start. There are many case studies in the book that I'm sure you'll find a helpful as I did.
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