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Is Always-On Marketing the Future of Marketing? (Spoiler: Yes)


New York Timesquare with brands who prating Always-on marketing strategy

We're in the midst of the holiday cheer, and it's the perfect time to share festive content while everyone is in that joyful mood. However, when January comes knocking, sticking to the same holiday-focused strategies won't cut it. 


This is where always-on marketing comes in. It's a strategy that ensures your marketing game stays consistent beyond the holiday season and keeps your brand relevant all year long.


With an always-on marketing strategy, you're playing the long game. It's all about nurturing potential customers from the moment they discover your brand until they're ready to buy, not just during a one-off campaign. 


It’s like tending to a garden - you need to water, fertilize, and prune regularly to keep things flourishing. Always-on marketing is like a constant drip of marketing goodness that keeps your brand blooming in the minds of your audience.


What Is an Always-On Marketing Strategy?

A woman speaking into a loud speaker

Always-on marketing is like your brand having its doors open 24/7, every day of the year. It's not a short-lived thing; it's continuous, always running in the background. 


A campaign is a big, flashy event – a burst of excitement, but it's over in a short time. On the flip side, always-on marketing is more like a constant, steady effort – like a leaky faucet that never stops dripping.


Now, why does it matter?


Well, always-on marketing means your brand is always there for customers worldwide, whether they're just discovering you or have been around for a while. It's about building a relationship that lasts. 


The idea is to be there, making an impact in those everyday moments, whether someone is scrolling through social media, searching online, or checking their emails. It's all about being part of their routine, not just a one-time show.


Which Platforms Are Effective for Always-On Marketing and How?

Two people shaking hands with a whiteboard in the background with the word Marketing on it

There are various channels that businesses can tap into for always-on marketing, each serving a unique purpose. Let's explore a few popular ones:


Social Media


Maintaining an active presence on social platforms is key. Regularly posting engaging content, running contests, and actively participating in conversations contribute to a consistent brand image.


Content Marketing


This involves creating diverse content like blog posts, eBooks, infographics, and videos. Such informative content not only attracts traffic but also sustains engagement over time.


Email Marketing


Sending out regular promotional emails, newsletters, and nurture campaigns helps to keep the brand at the forefront of subscribers' minds. Automation can play a role in maintaining a continuous flow using sites like Klaviyo or Mailchimp.


Paid Ads


Making use of platforms like Google, Facebook, Twitter, and LinkedIn for paid advertising with always-on budgets ensures that the brand consistently appears in search results and social feeds.


The trick is to blend your online and offline efforts smoothly and keep them going consistently. You need to create a seamless, continuous experience that keeps your customers engaged on a regular basis.


Why Always-On Marketing Can Be Tricky?

A group of team members discussing their always-on marketing strategy

Despite its effectiveness, implementing always-on marketing comes with certain hurdles:


Demands a Lot of Work


Always-on marketing is like juggling multiple tasks at once – it takes up a lot of time, planning, and effort. Keeping things smooth and coordinated, especially on social media and blogs, means consistently coming up with fresh and interesting content. This can sometimes stretch your team thin.


Continuous Budgeting


Unlike those short campaigns with a clear start and stop, always-on marketing needs a constant budget to keep things moving.


Sustaining Motivation


Without a set endpoint, it's like running a race without a finish line. Teams might lose motivation or feel a bit lost. Setting clear goals and using the right tools to measure always-on marketing becomes really important.


Staying Relevant


Things change fast in the marketing world – what worked yesterday might not work today. So, staying on the ball means regularly adjusting and updating your strategies.


Even though it's a bit of a challenge, the long-term payoffs make it worthwhile for most brands. The key is to plan smart and make sure your team has what they need to keep things rolling smoothly.


Ready to Switch to Always-On Marketing? 


Know Your Marketing Game


Take a good look at what's happening in your current marketing strategy. Figure out what's been working well and where there's room for improvement. 


Set some clear goals for your always-on strategy – things you want to achieve. And don't forget to use those KPIs (key performance indicators) to track your progress.


Plan Your Resources


Plan out your budget for the long haul. Make sure you've got the resources to keep things going smoothly without any hiccups. If needed, think about bringing in some experts with skills in content creation, analytics, and channel management.


Work Your Content Calendar


Create a schedule for your content. Mark down important dates, themes, when you're launching new stuff, and other key moments. Think about building up a library of content that you can use over and over on different platforms.


Use Automation


Take advantage of tools that can do some of the heavy lifting for you. Schedule your social media posts, set up automatic emails, and plan your ads in advance. 


Test and Improve


Pay attention to what's working and what's not. Use data and insights to fine-tune your channels, messaging, creative content, and overall strategy.


With thoughtful planning and a commitment to the always-on mindset, you can cut through the noise and make a real impact on your business.


What Are Some Examples Of Always-On Marketing Strategies?

Coca Cola on a signboard on London streets

Several brands have adopted an always-on marketing approach. Here are a few examples:


Nike


Nike is known for its consistent presence across various channels, especially on social media. They engage their audience with regular content, athlete collaborations, and timely campaigns, maintaining a continuous connection with their customers.


Coca-Cola


Coca-Cola is a classic example of a brand that maintains a constant presence in the market. Through various channels, including social media, TV, and experiential marketing, Coca-Cola ensures that its brand is always on consumers' minds.


Apple


Apple is known for its year-round marketing efforts. Whether it's product launches, updates, or engaging content, Apple maintains a steady stream of marketing activities to stay in the public eye.


Amazon


Amazon practices always-on marketing through its consistent online presence. With a strong digital strategy, Amazon keeps users engaged with personalized recommendations, promotions, and a continuous flow of new products.


Red Bull


Red Bull is recognized for its ongoing marketing efforts, especially in the world of extreme sports and lifestyle. 


Red Bull keeps its brand story alive by consistently hosting events, being active on social media, and creating engaging content that truly connects with its target audience.


Final Words


In conclusion, when you really work on connecting with and taking care of your customers, they're more likely to stick with your brand. Sure, always-on marketing can be a bit of a challenge for many businesses, but the payoff in the long run can be pretty sweet. 


Think of it like making a smart investment – it might take some effort, but the results are totally worth it!




SO, WHERE DO YOU FIND THIS PARTNER?


Well, aren’t we glad you asked! We at DigiCom are obsessive data-driven marketers pulling from multi-disciplinary strategies to unlock scale. We buy media across all platforms and placements and provide creative solutions alongside content creation, and conversion rate optimizations. We pride ourselves on your successes and will stop at nothing to help you grow.






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