What Is Always-On Marketing & How to Do It Right?

You’ve probably gone to a bunch of websites or come across a ton of articles that all talk about “always-on marketing”. And you probably have no idea what they are talking about. Well, I’m going to break it down for you and give you a better idea of what the whole thing is anyways.
The goal of this article is to help you understand this topic and whether or not it can help your company grow in two ways: improving customer experience, and customer acquisition.
We live in a world where customers expect and want customized, individualized service from brands 24 hours a day, seven days a week.
Polls suggest that 75 % of smartphone users anticipate immediate information anytime they open a new tab, and 51 % believe that businesses should be reachable at any time and from any location, regardless of where they are in the world.
So, what does this mean for businesses trying to expand? An always-on marketing strategy can help in this situation.

What is Always-on Marketing?

Always-on marketing, also known as "continuous marketing activities," is active 24 hours a day, seven days a week, 365 days a year.
Always-on marketing allows brands to build customer retention and acquisition across the individual customer life cycle by being available to customers all over the world at all times.
Still, perplexed? Consider how it compares to a campaign:
Campaign is "burst" marketing; a concentrated sales and marketing effort for a set period of time.
Digital marketers in Dubai and around the world also call always-on marketing as "drip" marketing since it is a continuous marketing campaign that lasts endlessly.
So how does it work?
By turning up at any given time, the goal is to achieve maximum visibility and persuasion for each particular customer.
Consider paid search, SEO, or social media - your marketing team doesn't have to be online when a customer finds you, and the possibility for someone new to discover your brand is always present.
With content and email marketing, you may transfer a consumer from the awareness stage to the relationship nurturing stage once they've reached the pinnacle of their awareness thanks to your online ads or SEO efforts.
All of this can and should be automated, which means you'll need a lot of information to succeed.
Because always-on marketing is all about the individual client experience, it's critical to focus on dynamic personalization in marketing materials, which should be evaluated and improved on a regular basis.
The "zero moments of truth," as Google refers to it, occurs when marketing actions are continuously driving and matching client expectations in an endless loop.
Always-on marketing isn't a "one-size-fits-all" approach, and it frequently incorporates all facets of your strategy, both in-store and online. The goal is to be available and accessible to your clients at all times, no matter where they are.

Why Should You Think About Using an Always-On Strategy?

Always-on marketing takes a lot of time and effort, but it's well worth it. Using automation, you can customize your marketing material in innovative ways and establish relevant brand touchpoints for each individual customer.
To help move your audience through the sales funnel, you'll be able to communicate with them faster, more frequently, and at the most relevant moments.
Automation also enables you to scale beyond the capabilities of your current marketing team, resulting in a growth system that requires no work on your part yet appears to provide high-touch service to your clients.
It is, in fact, beneficial to any size marketing team.
In contrast to a campaign that operates in cycles of ramping up and falling back, always-on marketing helps you to gain momentum and awareness in the market all year.
Instead, you may be more consistent by taking an always-on strategy and directing your team's resources toward supporting, sales-focused campaigns as needed.

Why are Always-0n Marketing Plans so Difficult for Brands?

Always-on marketing, like all things worth having and doing, isn't easy. Here are a handful of the most common difficulties.

Lack of Data

Although it may seem self-evident at this point, data is required to establish an always-on marketing approach. After all, what other platform will your automation run on?
You need to know as much as possible about your target demographic in order to generate the most appropriate marketing materials. And it's all based on statistics. Your relevance will quickly deteriorate if you don't have any data to back you up.
Data is also necessary for testing and optimizing your work, which is an important part of always-on marketing. You're throwing effort into the dark and hoping for the best if you don't do this, rather than making effective, well-planned, and strategic movements.

Lack of Content

More material has to be in the pipeline when you're connecting with your audience on a more frequent basis.
Internal teams frequently struggle with this, especially when they're tiny and people are juggling multiple marketing hats and managing multiple channels on their own.
Internally, skills must be reviewed before moving forward with an always-on strategy.
In order to develop the additional material that your strategy requires, you may need to recruit more help or engage with contractors if necessary.

Lack of Infrastracture

Important data can be lost if systems don't communicate with one another.
If your infrastructure isn't sturdy enough to manage all of the new data you need to collect and communicate across your business quickly and efficiently, you won't have anything to fall back on.
In an ideal world, the software would be able to recognize specific customer habits and transmit that information to relevant places in the system, such as customer service, sales, or marketing.
This will assist you in developing highly focused and relevant data and messaging chains that travel between all relevant departments.

Tips for Always-On Marketing Success

Start small

Rome wasn't created in a day, and neither should your marketing plan.
Begin by concentrating on the minute elements and interactions that your customers have with your brand on a daily basis and consider how they might all contribute to your overall growth and success.
Create mini strategies that you may tailor to certain consumer groups. This is a terrific way to get your feet wet in always-on marketing and start putting your new data to work
Make use of this opportunity to test, reflect, and relaunch at various times on a smaller scale than brand-wide to see what works best for your target audience.

Consider where you might be able to connect.

Nothing in your marketing strategy should be isolated. Consider how an omnichannel approach can help you connect your platforms.
While the messaging must remain consistent and on-brand, there's nothing stopping you from applying the data you already have to a different aspect of the customer experience.
Is it possible, for example, to connect a mobile shopping or in-store experience for a specific customer to your email marketing?
You should also consider where you may establish client contact points. Remember that a comprehensive picture can tell you a lot more than a segmented one. Use this information to come up with new ideas.

Make a strategy for long-term success.

Because every customer is different, they will have varied expectations of your brand and their experience with you. You must constantly plan to meet those expectations in ways that are appropriate for each customer segment.
As with anything involving large amounts of data, you should be willing to test and adjust your methods as needed, optimizing them as much as possible based on the data you have.
This is a two-way street, not a one-way street. Customer behavior and feedback should be reviewed as frequently as possible, and modifications should be based on the demands and needs of your most important audience.
The more time and effort you put into growing and nurturing your customer base, the more loyal they will be to your company.
Although always-on marketing is a tall order for many firms, the benefits of this strategy can be substantial and long-lasting. It is, without a doubt, an investment, but it is well worth it.

This is it for today’s blog. I hope you liked reading it and that you’re learned something about the concept of always-on marketing. If you’re a business owner who wants to constantly keep in touch with potential and current customers with always-on marketing, contact Prism Digital, the best digital marketing agency in Dubai and our expert marketers will help you build and manage marketing campaigns that will help you reach out unlimited potential customers. See you on the other side. Thank you.