From the editor: Time to get real

Colin Grimshaw

In this digital 'always-on' age, where consumers constantly engage with your brand through the web and social media, fixed-life campaigns have lost much of their influence.

From the editor: Time to get real

Colin Grimshaw

Real-time planning has been a buzz-term for a year or two now. Its origin described a new, futuristic way of working where 'campaigns' , as we know them, are obsolete, replaced by continuous consumer engagement 24/7.

The argument went that, in the digital 'always on' age, where consumers constantly engage with your brand through the web and social media, the influence of fixed-life campaigns is diminished. Brands can no longer control the message. The 30-second TV spot becomes irrelevant. To keep up with ever-changing market conditions, time is of the essence....

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