They've Got the Power

Today's consumer is in control. But you already knew that.

What you also need to know is how to market in a world of constant experimentation, new metrics and a changing business infrastructure.

In “Always On: Advertising, Marketing and Media in an Era of Consumer Control” (McGraw-Hill), author Christopher Vollmer provides readers a road map for reaching consumers in this landscape.

The book offers examples of companies with innovative strategies — among them Pepsi-Cola's digital campaign for Aquafina Alive; J.P. Morgan Chase's Facebook promotion to launch a credit card for college students; Wal-Mart TV, the retailer's in-store media network; Nike's venture with Apple to crate Joga.com, a site where users can monitor workouts using a sensor in their footwear; ESPN's multimedia portfolio; and Procter & Gamble's Begingirl.com, which uses music to connect with teenage consumers who choose brands like Secret, Cover Girl, Always and Tampax.

Vollmer is president of Booz Allen Hamilton.