Beyond continuous CRM

Judy Franks

The Marketing Democracy

Perpetual marketing must take into account everything from product performance and brand presence to the ongoing management of conversations and brand spread

Thanks to the explosion of digital 'networked' media, brands and consumers can now converse with each other around the clock and in real-time. Welcome to the era of perpetual marketing'. But what if perpetual marketing is greater than a continuous digital dialogue? What if marketers considered every brand action and interaction as part of what is truly 'perpetual marketing'?

Digital conversations are but one piece of the puzzle. Conversations are inherent in any brand experience. Any brand experience should provoke sustained engagement. When you take this broadened view, all marketing functions become part of perpetual marketing.