Next time you plan to jump on an announcement or moment, ensure you’re doing it for the right reason: to add something relevant to the conversation

This article titled “The death of the always-on marketing strategy” was written by Aaron Child, for theguardian.com on Thursday 18th August 2016 11.04 UTC

Olympic fever is in full swing and, with it, comes a stage for brands to churn out more content – related or otherwise.

Since Oreo’s ‘Dunk in the Dark’ during the SuperBowl in 2013, brands have strived to be “viral” and “in the moment”. Consequently, we now see our timelines filled with more content than ever before, with brands throwing their hats in too, hoping for a bite. Shockingly unimaginative tweets such as Red Lobster’s response to Beyoncé, through to the ridiculously insensitive Homebase tweets around Prince’s death – all devised in short time windows – raise questions over whether being “always-on” is really the right approach.

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