Digital marketing is about to enter more challenging territory. Building on the vast increase in consumer power brought on by the digital age, marketing is headed toward being on demand—not just always “on,” but also always relevant, responsive to the consumer’s desire for marketing that cuts through the noise with pinpoint delivery.
What’s fueling on-demand marketing is the continued, symbiotic evolution of technology and consumer expectations.
via The coming era of ‘on-demand’ marketing | McKinsey & Company.
