Give people easy access to the 24/7 lifestyle

I thoroughly agree with Alan Mitchell’s article which shows that to succeed, brands must find a way to become more accessible (MW August 25). The fight to juggle so many things into one’s everyday life is becoming increasingly difficult and this is clearly reflected in consumers’ on-demand buying behaviour. People no longer have time to wait in queues, and are constantly seeking out alternatives or improvements to this behavioural paradigm.

In many ways, the Web is the new teabag – it does not alter the end purchase, yet positively alters the time consumption and is the ultimate in queue-jumping. Consumers have more information at their fingertips than ever and this makes them powerful. Brands can’t sit back and wait to be picked; they must consider how they can add value to people’s lives.

Like today’s consumer, the Web is constantly on the move as a result of mobile internet and the creation of mobile application downloads that provide consumers with up-to-date information to facilitate their personal productivity.

The brands that are clever will recognise the business value in assisting consumers’ 24/7 lifestyle. However, those that cannot adapt to this new breed of buying behaviour will find themselves relegated to shouting from the sidelines.

Paul Toeman

Commercial director


Richmond TW9

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here