Channels and tools
Always-on has two linked meanings. Applied to the consumer, it describes the permanently connected person who uses several devices and platforms every day and expects from companies immediate answers, personalised experiences and the ability to move from one channel to another, online and offline, without starting over.
Applied to marketing, it describes the brand's continuous presence beside that person, assisting and informing them every day instead of appearing only in launch campaigns. The second meaning is the answer to the first: campaigns in bursts, designed for an audience that watched television at fixed times, leave empty the days on which the connected consumer searches, compares and decides.
Source: Manuale del Cosmetologo, capitolo 3.6, Tecniche Nuove.
An example
A household appliance brand publishes user guides every week, answers in chat in the evening too and sends a maintenance reminder, instead of putting its whole budget into the Christmas campaign.
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