Smartphones have enabled us to search for and access information about brands or businesses at our fingertips. So when someone searches for your business (whether it be a product or service online or a shopfront), how do you show up?
Are you continuously marketing to ensure you reach maximum visibility for your target audience at any given moment (always on marketing)? Or are you more focused on ‘burst’ marketing campaigns to promote an offer within a specific time limit (also called campaign marketing)? Keep scrolling to find out what each option means and why it’s important to have both.
What is Always-On Marketing?
Always-On Marketing is a planned approach to scheduling and optimising continuous marketing activities which support customer acquisition and retention throughout the customer lifecycle.
Always-on marketing help to generate long-term brand awareness and business objectives, and if done effectively, it can create a better experience for your prospective customers at every touchpoint. So even if your business isn’t available 24/7, the chance to learn about your brand, enquire or purchase your product online is always present.
The ‘always-on’ marketing activities are used to support core business objectives and are focused on generating a consistent and sustainable source of leads and sales for your business. Your ‘always-on’ marketing activities may include social media marketing, content marketing, email marketing and search marketing, just to name a few.
You might not see the results from these activities straight away, and some of them might be a bit harder to measure, but they are imperative in building trust with your audience and establishing brand loyalty. Continually review, test, and optimise these activities to ensure you are exceeding customer expectations at every cycle.
What is Campaign Marketing?
Campaign marketing also called ‘burst’ or ‘promotional’ marketing, includes activities and campaigns that are ROI focused and designed to get a quick result or boost sales for a limited time or a limited offer.
When it comes to digital marketing, these usually include paid advertising or pay-per-click campaigns such as Facebook Ads and Google Ads and sales-driven Email Marketing campaigns or influencer marketing.
They are limited time promotions or incentives that might last up to 12 months and are designed to drive leads or sales. The call-to-action tactics create a sense of urgency and might be limited-time discounts or free offers such as free downloads or free shipping.
Why you need both
It is essential to have a healthy balance of both to ensure you consistently show up and give your audience what they want as their needs change.
Building your audience’s trust takes time; it is an ongoing process of managing, engaging, and responding to ensure your brand holds a consistent and memorable presence online.
We recommend having an annual marketing calendar to map out your ongoing marketing activities and promotional campaigns throughout the year; and understanding your customer journey to ensure you maximise your customer experience every step of the way.
Want to ramp up your online presence but don’t know where to start?
Whether your goal is to generate leads, increase sales, build brand awareness, or solidify trust through a genuine connection with your audience, we can work collaboratively with your team to develop a marketing strategy and campaign to meet these goals.