Big box retailers tend to refer to themselves as “always on.” Today, this aptly describes consumers too.
Consumers are addressable via a variety of devices such as tablets, desktop computers, and mobile phones. They are constantly retrieving data from the internet multiple times throughout the day and from a variety of locations. While this is a wonderful thought that at almost any time in the day consumers can be touched, it also makes for some interesting conversations by marketers trying to engage them.
As such, the marketing planning cycle is always ongoing. Gone are days when you created a plan, executed it, and forgot about it until the New Year arrived. Marketers have a big job on their hands to figure out how to keep consumers engaged.
