It’s no secret that the days of just “the three screens” are long gone. When that world died, the old wisdom of targeted, by-the-numbers ad buys died, too.
So, instead, these days we hear a lot of talk about brand-centric conversations and always-on marketing. And the people using those buzzwords often have no idea what they mean. I know that because I regularly see marketers ignore the implications of those concept and go right on making branding mistakes that undercut their marketing goals.
Here are four of the biggest mistakes I see, and some thoughts on how to fix them.
1. Forgetting the ‘Always’ Part of ‘Always-On Marketing’
At Adobe, we talk a lot about the idea of always-on marketing—the idea that it’s now impossible to control where and how customers interact with your brand…
