Always-on marketing is a strategy that involves continuous marketing activities. Instead of your seasonal or short-term campaigns, you run an ongoing campaign.
This approach to marketing gives your brand a continuous presence online, which can bring many benefits. It strengthens the relationship with your existing customers, engages potential customers, and increases overall brand awareness, recall, and loyalty.
Let’s unpack the difference between always-on marketing and campaign-based marketing, when to use always-on marketing, its benefits, and some key strategies for always-on marketing.
What Is an Always-On Marketing Strategy?
Always-on marketing is when your marketing efforts are up and running every day, year-round. It means marketing activities are continuous, rather than being tied to seasons, events, or specific campaigns.
Always-on marketing campaigns leverage evergreen content that can be run on social media, email, and through programmatic advertising.
Always-On Vs. Campaign-Based Marketing
Always-on marketing campaigns are set up to run continuously throughout the whole year. They are exactly what their name describes: always on! This type of marketing leverages evergreen content to drive brand awareness through continued exposure.
Campaign-based marketing doesn’t run continuously. This approach to marketing sets parameters that make a campaign short term, or a one-off. Campaign-based marketing has a start and end date.
Campaign-based marketing is a good fit for supporting a specific upcoming event, new product release, or seasonal campaigns. For example, a fashion retailer running a campaign to support an upcoming summer collection of clothing.
Benefits of Always-On Marketing Campaigns
Always-on marketing campaigns can lift brand awareness, increase engagement, and lead to continuous rapport and dialogue with your target audience. Let’s unpack 4 benefits in detail.
1. Taps Into the Mere Exposure Effect
The “mere exposure effect” is a phenomenon popularized by Robert Zajonc’s 1968 study. The study found that people tend to have a more favourable view of things they’re familiar with, which includes things they’ve been repeatedly exposed to.
For brands, this means that even when their ads are noticed briefly, they’ll still get value out of being noticed at all. With an always-on campaign, your brand will benefit from the mere exposure effect. Your audience will have repeated exposure to your ads, which ultimately builds a positive impression of the brand.
2. Nurtures Customers for Long-Term Loyalty
Repeated exposure to your ads does more than just result in a favourable view of a brand. It keeps your brand top of mind, helping to maintain the connection your customers have with your brand or offering.
When your customers feel connected to your brand, they are more likely to stay loyal to your offering over the long term. With an always-on strategy, you’re able to reinforce your brand message and values, which ultimately drives growth, and long-term loyalty.
3. Reaches Users Throughout the Funnel
An always-on marketing campaign enables you to reach customers holistically, with a full-funnel strategy. This means you’re able to reach customers regardless of where they are in their customer journey.
An always-on strategy can cover the top of the funnel, also known as the awareness stage, where users are just starting to get introduced to your brand. And it reaches the bottom of the funnel, also known as the conversion stage, where the user is either ready to buy or has purchased your product.
4. Drives Engagement With Content
When you’re communicating with your target audience on a more frequent basis, you’ll drive more users to your content. By running your programmatic campaigns year round, you’ll increase traffic to your website and other content.
An always-on marketing strategy will help to position your brand as a leader within the industry you’re in. And, increased traffic to your content will also help build the authority of your website on Google’s search results.
Strategies For A Successful Always-On Campaign
Ready to launch an always-on marketing campaign that drives results? Here are 3 key strategies to get you started.
1. Run Your Campaign On Multiple Channels
When you run your always-on marketing campaign with programmatic, you’re able to deliver the campaign on multiple channels.
Running your campaign across channels like display, audio, in-game, and digital out-of-home means you’re able to reach your audience wherever they are: which could be scrolling on their phone, listening to a podcast, or walking through an airport.
2. Develop Strong Ad Creative and Copy
Ensure the messaging of your ad creative is always engaging and relevant to avoid ad fatigue. For always-on campaigns, you’ll want to continuously test and optimize your creatives and ad copy. It’s recommended to refresh creatives approximately every 8 weeks to ensure they continue to capture attention.
When you run an always-on campaign on programmatic, you have access to features that allow you to test your ad creatives and copy effectively.
You can mix A/B testing and brand lift studies into your strategy to see exactly what is driving engagement, and leave room to pivot. That way, when you identify what works best for your always-on strategy, you can optimize for increased performance.
3. Dynamically Retarget Users
Dynamic retargeting is the perfect strategy for combining your always-on campaign with your seasonal marketing efforts. When the right time of the year rolls around, start retargeting users who have seen or engaged with your always-on campaign. Retargeting them at the right moment will help drive conversions when your audience is most receptive.
Get Started With Always-On Marketing
Always-on digital marketing isn’t a set-it-and-forget-it strategy. After implementing always-on marketing, analyze the data you’re collecting and leverage it to make optimizations to your strategy, including ad creative and messaging. For the best results, you’ll need to continually test, analyze, and optimize.
Request a demo to learn more about running always-on marketing with StackAdapt.
