Opportunities and challenges of the "always on" generation for marketers

The SWA annual meeting of the Swiss Advertising Client Association took place on March 16. Over 300 people from the Swiss advertising market met at StageOne Zurich-Oerlikon. The theme was "Always ON: communication anytime - anywhere!". MK conducted an online survey as part of this event, with the first question focusing on the opportunities that arise for marketers due to the fact that more and more people are constantly online:

Marketers see the greatest advantage in the possible personalization and individualization of marketing measures (55%). Proximity to the customer follows in second place (50 percent). Location-based marketing (48.3%), the permanent accessibility of the target group (48.3%) and interaction with the target groups (46.7%) were also frequently mentioned.The second question was about the challenges:

The biggest challenge is clearly seen as the increasing sensory overload and the resulting intensified battle for attention (88.1%). The rejection of online advertising and the increasing use of ad blockers is also a major concern for the marketers surveyed (62.7%). Finally, in our digitalized world, the fast pace of life and constant new technological developments are also a major challenge (49.2 percent).Finally, the survey participants expressed their views on the question of what is crucial in order to reach the "always on" generation with advertising messages today. Here is a selection of the best comments: