The live age
Mark Tutssel
Burnett Worldwide
Technology has accelerated the need for spontaneity in marketing communications and Nike and Canon have demonstrated how to serve consumers' expectations of live access to the brand
In an article in the New York Times earlier this year, Dr Larry Rosen, professor of psychology at California State University, wrote: "They'll want their teachers and professors to respond to them immediately, and they will expect instantaneous access to everyone because, after all, that is the experience they have growing up."
He was talking about the generation who are now in their tweens...