When it comes to determining whether a brand’s marketing is “always-on” or not, marketers often encounter many different interpretations and activities. In this article, we’ve tried to succinctly summarize the concept of always-on marketing, and provide a few tips for brands to implement.
1. First, what is always-on marketing?
Normally, the brand’s website and social media accounts are set to operate continuously 24/7. When readers need to find information, content is always available on it. If a potential customer suddenly wants to search for a recipe using the device or download the company’s ebook at 3 am, they can completely take the initiative, and the marketers will thank them in their sleep. .
And here is the basic concept of always-on marketing:
The approach to target customers is planned in advance, continuously optimizing marketing activities to support the attraction and retention of customers. These activities are aimed at maximizing the visibility of the brand’s message and persuasion to purchase through the customer lifecycle.
The main activities of always-on marketing include: content marketing that helps increase visibility when visitors search for products, information or entertainment; Social media and influencer marketing help increase engagement with brand messages. Once guests know the brand, the next marketing activities that can be used include: email marketing, SMS marketing or creating personalized on-site relationships and off-site advertising to nurture the customer journey.
Two main features of always-on marketing:
- Attract customers: by analyzing and tracking changes in the information search behavior of target consumers, marketers can come up with appropriate content strategies and attract the attention of the target audience ( TA)
- Prediction: with a good always-on marketing plan, marketers will predict trends as well as fluctuations in market demand.
2. Why use always-on marketing?
The purpose of setting up an always-on marketing plan is to maintain the presence of the brand and brand information continuously throughout 365 days. In this way, businesses increase their ability to reach and convince consumers as soon as they show their intention to buy by searching for information about products and services on social media, reviews, pages. comparison sites and their favorite influencers.
Main activities to set up always-on marketing:
- Planning: To plan for always-on marketing, it requires brands to conduct online and offline surveys, behavior analysis, and consumer insights. Then there is the media plan, content orientation, creative direction and digital strategy based on the above analysis
- Investing: To make always-on activities, businesses need to set up investments in automation, media, and content creation on media to attract and target audiences. target
- Optimizing: There are already a lot of brands big and small doing always-on marketing as a must-have marketing activity, so in order to compete, it is necessary to optimize techniques – and again, it takes planning
Spotify is an example of always-on content adoption on digital platforms. In an interview with AdWeek, Mayur Gupta – global head of marketing and development for Spotify, summarized the elements to build an always-on marketing “engine”:
- A holistic view of the consumer: Marketers often target a single customer group in many segments: email marketing, social media, e-commerce If one of those activities is blocked, the brand will “drop” “customers and it is very difficult to entice them again.
- Market context: Determine who to reach and why? What is a business goal? What buying behaviors need to change? Must find the key moments to deliver the right message at the right time
- Use omnichannel : Consistently all brand messages regardless of communication channels when reaching consumers and are created based on human behavior
- Track, target, test, and refine: a fast-paced marketing activity requires constant testing, revision, and market change.
Contact SKYPERRY immediately via hotline: 088 605 6868 or email support@skyperry.com for a quick consultation with SKYPERRY.
