Since the first VCR introduced us to the pleasure of watching pre-recorded television (and skipping commercials), we’ve been pushing the limits of consumption on demand. We’re even changing our habits. For example, many people used to grocery shop once weekly, but will now opt for three visits in a week’s time.

We’re consuming everything on demand. Is the Internet to blame for this new lifestyle? Accustomed to getting information any time of day or night, we have become, by default, on demand consumers. One thing is certain: the way we consume is changing, and only companies that adapt to change will succeed in meeting the needs of this new reality.

A while ago, companies had to turn to managing inventories “just in time, » but now they must adjust to advertising on demand. Brands have to generate content to please their fans. Although consumers enjoy creating their own content, they also continue to have certain expectations from their preferred brands, including the receipt of newsletters or magazines that mirror their tastes. The Internet teaches us how to obtain information quickly, but also how to customize it: Create a profile, choose your colors, remember your code and user name, add friends, and presto, you’ve got it! Whether it’s in terms of time or style, we’re putting our personalized stamp on everything we do.

People are especially drawn to advertising for brands they like or hope to buy. They want to understand immediately what the brand has to offer. Differentiating your brand by defining your position (and therefore your message) will help you manage this wave of consumer demand more effectively. By positioning yourself, you’ll have more opportunities to target and understand your customers—thus narrowing down the market—while providing the right communication tools. But don’t kid yourself: if you want people talking about your company on social networks or on the street, you’ve got to have a clear message, conveyed in an original way.

As we know, it takes money to advertise, so find a good agency that will deliver a unique creative product. And remember that especially in difficult economic times, you only have one chance to make a good impression, unless of course you want to throw your money away and waste your time. But why would you?