Always On Marketing: 24/7/365 Campaigns That Never Sleep

January 12, 2024
6 minutes

The days of traditional advertising, characterized by intermittent campaigns and time-bound promotions, have been complemented by a more constant and omnipresent approach called Always On.

The concept of “Always On Marketing” is a strategy that has seen brands and businesses consistently engaging with their audience, by delivering timely, relevant, and personalized content 24/7/365. According to Statista, the global number of Internet users is forecasted to increase between 2024 and 2028 by in total 1.2 billion users (+20.83%).

More people are spending time online. Brands must consider keeping up with the demand.

Defining always on campaigns

Think of Always On campaigns as a 24/7 store, always ready to welcome customers. In the past, ads were like fireworks – they’d burst onto the scene and then disapear. But Always On campaigns are like a steady light that never goes out, making sure people always see and remember the brand.

Key features

  • Everywhere, all the time: These campaigns make sure your brand is regularly seen across many channels
  • Made for everyone: With real-time info, each ad can be customized. It is about tailoring the ad experience for each consumer.
  • Adapts and grows: Always On campaigns are smart. If people don’t like an ad, it changes on the fly, it adapts. The importance of these campaigns cannot be overstated in the contemporary digital ecosystem. They not only foster enhanced brand visibility but also facilitate a more nuanced, personalized, and engaging brand-audience interaction.

In an era where consumer attention is fragmented, being “Always On” ensures that brands remain at the forefront of the consumer’s mind, driving both engagement and conversion. It is about the customer journey of each individual customer, focusing on dynamic personalization in marketing materials is crucial. Keep in mind it should always be tested and improved upon.

The intersection of programmatic advertising

Programmatic advertising, is characterized by its automation, precision targeting, and real-time bidding. In a programmatic context, after the campaign launches, allowing time to gather and analyze data, it will drive improved results.

Programmatic campaigns struggle when run for short periods of time only. The systems typically learn and adapt in time. Therefore, programmatic and Always On agree on philosophy, application and its execution, making it the perfect symbiosis.

  • Automation: Programmatic advertising streamlines the ad buying process, ensuring that Always On campaigns are always visible and always optimized.
  • Data utilization: The amalgamation of rich data ensures that ads, with the right message, are reaching the right audience at the right time
  • Real-time optimization: As the campaign data flows in, programmatic advertising ensures that Always On Campaigns are continuously refined for maximal impact.

The synergy between Always On and programmatic advertising is a testament to the evolution of the digital advertising ecosystem. Where Always On ensures perpetual visibility, programmatic advertising ensures that this visibility is optimized, targeted, and impactful.

Always On marketing example  

Let's use an example to put things into perspective. For the purpose of the example, we'll use an imaginary supermarket called Eskimart and how their needs change weekly.

The supermarket needs to promote different products in different weeks. Considering the limited lifespan of the products, it's essential for the ad content to change on time. As you can see, from week 42 to week 43, the banner changes colour scheme, imagery and content.

The campaign stays on, but the ad's content, messaging and appearance change to fit the supermarket's needs.

How campaign interruption can impact results

When campaigns are always on, they are consistently gathering, analyzing, and acting on data in real time. Interrupting them can lead to several unwelcome consequences.

Continuity is the cornerstone of intelligent ad delivery. It optimizes ad placements, ensuring ads reach the right audience at the right time. The algorithm behind this continuity is data-hungry, needing a continuous flow of information to adapt, learn, and improve.

Here’s what happens when there’s a campaign interruption

  • Data disruption: The algorithm is denied access to real-time data, hindering its learning process and rendering it less effective.
  • Performance deterioration: Without constant data, the algorithm’s performance deteriorates, affecting the targeting accuracy and ROI.
  • Learning setback: The disruption in data flow can set back the learning curve of the algorithm, necessitating a ‘re-learning’ phase once the campaign resumes.

The repercussions of campaign interruption aren’t limited to the algorithm. They extend to the overall effectiveness of the campaign. Interruptions can impede momentum, affecting key performance indicators (KPIs) and the overall return on investment (ROI). Here’s how:

  • Audience engagement: In an always on scenario, audience engagement is sustained and built upon consistently. Interruptions can lead to a loss of audience engagement and interest.
  • Brand recall: Consistency is key in enhancing brand recall. Each pause can lead to a dilution of brand presence in the consumers’ minds.
  • Competitive edge: In the fast-paced digital space, a halt gives competitors the opportunity to swoop in and capture your audience’s attention.

Each interruption is akin to disrupting an entire ecosystem, leading to not just short-term losses but long-term setbacks as well.

The case for always on campaigns

Data has always been the cornerstone of advertising - it informs, directs, and validates efforts. Brands that maintain active, omnichannel campaigns not only enhance their visibility but also fortify their customer relationships, and boost ROI.

According to Lunio, in the 1970s, individuals were exposed to approximately 500 to 1600 advertisements daily.

By 2021, this number has surged, with estimates suggesting that people come across anywhere from 6,000 to 10,000 advertisements each day. The exponential increase can be attributed to the proliferation of online and digital advertising, particularly on platforms like Google and Facebook. Ad fatigue? Probably. Solution? To make sure yours stand out.

The volume is increasing which makes quality even more important. The ad should always be there for people to consume.

Adopting an always on marketing strategy is akin to:

  • having a store that never closes its doors
  • a customer service that’s always responsive
  • a marketing campaign that’s ceaselessly optimized

It signifies a brand’s commitment to being perpetually present, attentive, and responsive to its audience’s needs and wants.

As the digital landscape continues to morph, the brands that harness the power of always on campaigns are the ones that will not just survive but thrive, establishing an unyielding rapport with their audience and achieving sustainable growth.

What are your next steps?

If you're ready to imprint your brand into the forefront of the consumer’s mind and ensure that it remains there, the path is clear. Embrace the synergy of always on campaigns and programmatic advertising.

Harness the power of real-time, personalized, and optimized ad delivery that doesn’t just meet but anticipates the needs of your audience. The future of advertising is not just about reaching audiences; it’s about resonating with individuals. People have different needs and Always On campaigns have the ability to do just that.

Antonis has a decade of experience in marketing. From blog posts to newsletters, he is responsible for (almost) all things content at Eskimi. When he is not typing away, he is searching for new restaurants or adding more travel destinations to his bucket list.
Antonis has a decade of experience in marketing. From blog posts to newsletters, he is responsible for (almost) all things content at Eskimi. When he is not typing away, he is searching for new restaurants or adding more travel destinations to his bucket list.
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