FIGARODIGITAL.CO.UK
ESSAYS
Figaro Digital’s All/Ways/On Seminar took place earlier this year. Among the speakers were experts from Barclaycard, Forrester Research, CBS Interactive, Sift and sponsors Claranet UK. We report on the challenges and opportunities associated with a digital environment where consumers expect your content and services to be available on demand
All/Ways/On: Adapting to Permanent Change in Digital Marketing
A
mong the most dramatic consequences of the digital revolution has been an irrevocable change in consumers’ attitudes to brands online. Mobile devices and social
networks mean that what was once a passive, one-way relationship is now permanently active. Whatever your sector or industry, everything, everywhere, is always on. In February this year Figaro Digital partnered with Claranet UK to host a seminar exploring the impact and implications associated with what Forrester Research describe as the ‘always-addressable consumer.’ On hand were Anthony Mullen, Senior Analyst for Interactive Marketing (EMEA)
at Forrester Research, Adrian Garcia- Sierra, Head of Digital Content at Barclaycard, Steve Wing, Head of Consumer UK at CBS Interactive UK, Ben Heald, CEO at publishers Sift and Simon Bearne, Sales and Marketing Director at Claranet UK. Their brief: to guide us through the technical, commercial and creative issues currently confronting brands and digital marketers, and to present some clear, market-oriented advice to brands who recognise the opportunities as well the challenges of an environment where
44 issue 17 may 2013
consumers expect your content and services to be available on demand. “The connected customer is most definitely here,” says Steve Wing at CBS Interactive UK. “We’re now moving into what I’d call ‘the end of constraint’. It’s had a profound impact on how people perceive what they get and what they expect from you and your brand.” “Digital services are omnipresent in
consumers’ lives,” says Anthony Mullen from Forrester Research. “Brands are increasingly obliged to be available when consumers want them.” He explains that the perpetually connected customer regularly goes online via multiple devices and from multiple locations. What’s more, he says, the figures for this type of user are growing.
ARTICLE JULIA RICHARDSON
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