Ride the perpetual data stream

William Charnock with Jonny Longden

The post-advertising campaign era of perpetual marketing requires brands and their agencies to listen, respond and change in real-time.

Innovation needs information. All business growth can only happen if business learns faster than the rate at which its customers change. Indeed, the rate of learning for a business has to be faster than both the consumer's rate of change and the rate of change and adaptation of its competition.

This is true whether it is manifested in product development, marketing innovation, channel innovation or business strategy. If a brand's rate of learning is less than the consumer's rate of change, it quickly becomes irrelevant. If a brand's rate of learning falls behind that of its competition, it quickly finds itself out of business.