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SO YOU THINK YOUR MARKETING IS ALWAYS-ON?


It's time to get real and make platforms, analytics, channels and experiences work together to achieve tangible results.

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SO YOU THINK YOUR MARKETING IS ALWAYS-ON?


It's time to get real and make platforms, analytics, channels and experiences work together to achieve tangible results.

Razorfish defines Always-On Marketing (AOM) as data-driven, content-led experiences, delivered across channels and devices in real time.

In late 2013, Razorfish and Adobe surveyed 685 C-level marketing, technology and business executives about how they use marketing technology with services to deliver targeted experiences to the Always-On consumer. The result is The State of Always-On Marketing Study, which uncovered some striking contrasts between AOM perception and reality.

Contrary to their executives’ self-assessments, very few businesses are equipped to compete in real time, and most struggle with the most basic technology and marketing programs.

This website and our downloadable study discuss how to bring together platforms, analytics, channel management and experience design to drive successful AOM and, ultimately, close the gap between where you are now and where you want to be.

Adobe and Publicis Groupe Announce Strategic Partnership

Publicis Groupe and Adobe have announced a strategic partnership to deliver the Publicis Groupe Always-On Platform™, the first end-to-end marketing management platform from Publicis Groupe that automates and connects all components of a client’s marketing efforts. This unique platform will standardize on Adobe Marketing Cloud, and for the first time in the industry, all agencies across Publicis Groupe will be able to create engaging content, access marketing intelligence, identify and build audience segments, deliver campaigns, and track and measure marketing performance through a unified technology and data structure.

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PACE: A FRAMEWORK FOR EVALUTATING AOM READINESS AND EFFECTIVENESS


In digital, the experience is what attracts and engages customers — it’s the end goal.

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PACE: A FRAMEWORK FOR EVALUTATING AOM READINESS AND EFFECTIVENESS


In digital, the experience is what attracts and engages customers — it’s the end goal.

Four key elements need to work together in an integrated way to establish the foundation for a successful AOM organization:

Platforms — how data/content is collected, aggregated and used

Analytics — data that is converted into customer insights to fuel business decisions

Channels — how those insights are translated into levers that inform which channels should engage which customers

Experiences — the unified brand experience that customers engage with across channels

The State of Always-On Marketing Study utilizes the PACE Index™, a proprietary tool developed by Razorfish, which evaluates a company’s perceived state of digital marketing readiness across these four key marketing dimensions (platforms, analytics, channels and experiences). The index provides the self-assessment that is crucial to gaining a realistic — not perceived — understanding of your AOM readiness and effectiveness. Based on that insight, PACE then provides an actionable blueprint for driving meaningful experiences and, ultimately, successful AOM.

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Our Findings


The gap between perceived AOM strength and reality is significant.

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Our Findings


The gap between perceived AOM strength and reality is significant.

Our study summarizes diverse information about companies’ self-reported effectiveness at marketing through their digital channels. What we found is that making the shift from campaign to real-time experiences is clearly difficult, and marketing executives are unrealistic about their AOM capabilities.

Among key findings:

  • A major executive disconnect exists between segmentation development and digital execution.
  • Most lack the ability to use critical behavioral data.
  • Segmentation and measurement isn’t informing digital execution.
  • Very few are capable of delivering real-time analytics and experiences.