Always-On Marketing and Its Positive Impact On Brand Funnel Over Time

The pandemic has changed the way we look at and approach brands. However, even before that, the revolution to provide the customers with 24X7 services had started, and the digital platform served as a boon. Customers today want & expect personalized, tailored service from the brand of their choice if and when needed. This means brands need to be available for the customers simply with a few clicks.

In the year 2020, about 40 percent of customers in the U.S. stopped dealing with the brand due to a lack of good-quality customer service. However, this is an improvement when compared to the 54 percent statistics seen in the year 2017. This reduction has been possible due to always-on marketing techniques. [Source: Statista]

But, what are they? How do they impact your brand funnel positively?

Understanding Always-On Marketing

Traditional marketing didn’t allow brands to reach out or answer the queries of their customers. Moreover, the services were delayed and led to the loss of customers. However, the onset of a digital marketing experience has made it possible for brands to invest in continuous marketing.

Always-on marketing involves brand promotion efforts that continue 24/7/365. This allows companies to be available to their customers regardless of the time, date, or place. It helps with faster and better customer acquisition and retention.

These marketing strategies are an amalgamation of:

• Paid Media
• Earned Media
• Owned Media
• Brand Experience

When your brand is unknown or has little online/offline presence, you depend vastly on paid media marketing strategies. This involves the use of print, display, search PPC, content marketing, SEO, influencer marketing, and whatnot. Now, one might assume that SEO is a free practice, but it definitely isn’t. There are several verticals that require you to invest in talent, tools, or even in terms of time.

Simply put, always-on marketing can be condensed into steps that include:

• Reach
• Act
• Convert
• Engage

Throughout this cycle, if there is a lag at any step or if there is a delay, the customer might lose interest and stop the connection then and there. So, always-on marketing helps retain the customers and convert them into repeat ones.

Optimization Of Marketing Strategies

However, always-on marketing requires brands to evolve in terms of content and strategies. You simply cannot keep repeating the old techniques or content and expect the results to spike. The key is to experiment and optimize while understanding the audience. Only then can you achieve sustainable results with always-on marketing.

So, constant optimization is the driving force behind always-on marketing. Optimization can follow through different campaigns but is majorly practiced on digital media, content, outbound messaging, and digital experiences.

Here is a graph explaining the optimization done for always-on marketing techniques.