The Right Connect

There is no doubt that the digital space is on the rise. With the advent of social networking sites, corporate blogging, one can't miss the opportunity provided online. But, despite increasing popularity of this space, advertisers and marketers are often heard debating "how much" media space should the digital space occupy in the company's media plan.

This global situation is reflected in India as well. At present, the Indian advertising stands at approximately Rs 20,000 crore; and online is only 1 per cent of the entire pie. But, this is expected to cross the 100-million dollar mark by 2010.

Thus, capturing this essence, Christopher Vollmer and Gregory Precourt, points out the need of marketing evolution, advertising and media in a period, where the consumer is truly in control. Aptly titled, Always On, it captures how advertisers and marketers are present in an era that has immense opportunity to interact with the customers at any given point. And, as Vollmer says, it is no longer the age of 24/7. The opportunity is so relentless that this phrase will not do any justice. It is, in fact, the time, where advertisers and marketers need to think more in terms of 60/60/24/7. Thus, every second is brimming with opportunity, where one can connect with customers at any given time.

But, the approach must be right. As the authors, rightly say that the consumers have become more discerning about when and how much of media they want to consume. Thus, it's time to honour the age long argument of moving beyond the 30-second TV commercial. And, as consumers get used to this new age of communication, marketing will successfully create more brand loyalist than before. This theory is explained well through real-life examples, metrics and statistics by the authors. And, along with the new communication, what one needs to develop is the spirit to constantly experiment, bring on tooth-combed insights on new engagement metrics, methods of effective reach and more.

The top management of Booz & Company and strategy+business magazine gives the reader the series of change that has come in the ever charged world of digital era. The success stories of those companies that sought to walk on the different path. The new age chief marketing officers (CMO) and their need to want something more out of the communication plans. Always On introduces the reader to the world where consumer is ready for information, but also is clear to control this information feed. The book explains, therefore, how marketers can redesign their approach to reach out to the new age and in-control consumer.

For instance, in Chapter 1, the author goes on to explain how the 21st century marketing mix has developed and how marketing initiatives must change to take full advantage of this change. And, later in the chapters the book gives reason behind this change and shift in the mindsets of consumers and marketers.

Further, during the course of the book, Vollmer explains how to figure out the right marketing mix, how one can seamlessly integrate below-the-line and above-the-line communication and how to match the right media with the right message. It tells the reader that consumers are no longer chatting up at the coffee machine at work or at leisure; they could be breaking or making a brand, through their informed opinions. Thus, to be at the forefront, marketers need to realise that their brands are being discussed everywhere, and, therefore, use this opportunity to make the brand a success.

Though, the book lays out a new mindset and new age media, it does not tell anything that is new or not discussed before. Therefore, for an expert, the book has nothing new on its cover. But, for someone new, it certainly is a good start.