Audience demands require brands to remain on different channels for longer. This is why the always-on strategy has emerged to achieve a better position among competitors.
Faced with the vast array of consumer products and services, brands have found themselves in need of finding a way to stand out. In this context, always-on marketing emerges in the midst of a hyper-competitive market to be present constantly and indefinitely, unlike the more static and temporary approach of traditional marketing. According to Search Engine Journal (2021), it aims to generate greater visibility and persuasion for each individual customer by appearing at any possible and opportune moment.
What is always-on marketing?
Always-on marketing is a modern marketing strategy that involves an “always on” mindset geared toward our core audiences. Marketing actions are generated from a central theme or narrative lines. Unlike campaign-based marketing thinking, always-on marketing involves a permanent connection with the market based on a useful, relevant and long-lasting content hub .
Then, according to the content plan, this concept will be materialized in mailings , social media posts, blog articles , advertorials, among others. The selection of these channels will depend on the knowledge of the audiences and their preferences.
In this way, always-on marketing permanently provides content that reinforces a previously planned and studied concept. While traditional marketing carries out campaigns with a beginning and end according to a strategy or an urgency, the always-on logic is maintained until an update is necessary or until the audiences require another need.
Key factors of always-on marketing
1. Frequency
Many brands do not take into account the importance of being permanently present throughout the purchasing journey of their key audiences, especially through digital channels. The usual thing is to turn turkish mobile number campaigns on and off at different times of the year, and in most cases, these are aimed at encouraging a quick purchase. For this reason, potential customers who showed interest at some point in the journey may end up choosing competitors in the final stage of purchase.
In this frequency, many campaigns can be developed within a central theme. The key is not to stop the active communication of the brand, and to be present with appropriate content, at the right time and on the right channel.
2. Duration
Whether it is one central theme or several, these should not be designed to be changed every week or month. Duration is essential in an always-on marketing strategy, as it allows the message to be positioned and strengthened in the mind of the audience.
Length also takes into account proper management of content to avoid unnecessary saturation and repetition. It is not about simply prolonging a message, but keeping it fresh and relevant for a long period, adapting it as necessary.
3. Experience
Always-on marketing should facilitate and incentivize each stage of the purchasing journey. It is not about overloading with content or messages, but rather offering enough to improve brand engagement or speed up the purchasing process. It is also about giving continuity to communication, and promoting and building sustainable dialogues and links between brands and their markets.
4. Agility
A flexible mindset is required here, capable of quickly modifying plans if the expected results are not achieved, or even if a larger budget is required. This may even involve revising narrative lines. One advantage of agility is the ability to seize opportunities immediately.