Let’s get right to it: implementing an always-on strategy broadens a brand’s capacity to reach potential customers at key touchpoints.
According to research from Google, 75% of smartphone users expect to get immediate information while using their device. Allied with the fact that 51% of consumers believe they should be able to reach a business at all times, it’s clear that in this digital-first age, consumers expect instant responses.
And crucially, people also want brands to stay in touch. Research from Kantar shows that just 8% of consumers thought businesses should reduce their advertising during the height of the pandemic, with 78% of those surveyed believing brands should be helping them in their daily lives. 75% wanted businesses to inform them of the ways they are supporting communities, the environment and government during the crisis.
An always-on approach essentially ensures brands are ready to engage with a customer when the customer is ready. In a consumer-centric world where buyers hold all the power, this ability to reach people and build relationships before they’re at the purchasing stage is crucial in the battle for share of voice.
A brand’s success in developing such relationships depends on its ability to create a continuous rapport with the audience, which in turn builds a valuable two-way conversation. This type of content is not intrusive; it resonates and enhances moments.
Besides the importance of creating a value exchange with consumers, always-on marketing grants brands a lot of room for testing and optimisation. Every new piece of content is an experiment, a prized source of learning. Over time, you can hone your messaging by leveraging audience data and acting on the insights gleaned.
What’s more, an underlying always-on strategy improves the effectiveness of seasonal campaigns. This is due in part to improved mental availability and brand sentiment; by laying the groundwork with an always-on approach, you develop an affinity with buyers that creates receptive conditioning for activation campaigns.
And finally, an always-on content approach reduces the likelihood of customers being seduced by competitors. The downtime that usually follows one-off campaigns offers other brands opportunities to engage your hard-won customers with their own carefully placed messaging – so don’t give them room to manoeuvre.
Want to learn more about always-on marketing? Contact our team for a chat today.