What Is Always-On Marketing? Why It's Important in Digital Marketing

Is your marketing strategy always-on, and if not, why not?

Sidra Masood
6 min readApr 20, 2022
Always-on marketing-Digital Marketing
Source: Canva

With digital media, it is said that you may easily update and test content, but does this happen? As a result, we were curious to examine how much effort firms put into maintaining and optimizing digital marketing in real-time in our latest study.

Are you using a drip strategy or a blast campaign? It depends on your situation. Is there a way to overcome the challenges of Always on marketing?

Increasingly, clients expect and demand individualized attention from brands around the clock.

Polls show that 75 percent of smartphone users anticipate immediate information anytime they open a new tab, regardless of when they’re in the world, and 51 percent believe that firms should be reachable at all times, from any location.

So, what does this imply for brands seeking to expand? Always-on marketing can help.

What is Always on Marketing

Always-on marketing is active 24 hours a day, 7 days a week, 365 days a year.

Always-on marketing empowers brands to boost customer engagement and acquisition across the customer life cycle by always being accessible to consumers globally.

Consistent audience involvement and messaging that communicates your availability are traits of always-on marketing. When you’re constantly available, your customers feel confident that their demands can be met at any time.

Even if always-on marketing is a trendy topic, it isn’t a new thought in itself.

Since the beginning of contemporary e-commerce platforms, firms have been able to sell to clients around the clock. Tools like email and social media have also helped tremendously respond to client issues right away.

When it comes to “always-on” marketing, it is to keep your audience engaged. What are you doing to actively attract new clients right now, even though your business accepts messages, reservations, and orders 24 hours a day?

Here are a few key ideas:

· Always-on content marketing ensures that you stay on top of the latest developments.

· A data-driven approach enables constant marketing optimization.

· Your plan should be based on the needs of your clients.

Why and which businesses should choose an Always-On strategy?

It takes a lot of time and effort, but it’s well worth it. For the first time, marketers can generate consistent brand connections for all of their customers by using automation.

As a result, you’ll be able to engage with customers faster, more frequently, and at the most appropriate times to assist them in progressing through the sales funnel.

It’s possible to create a system for growth that’s a low effort on your part yet appears high-touch to the clients you’re trying to attract.

Regardless of the size of your marketing team, it’s a win-win.

In contrast to a campaign where you ramp up and then scale back, always-on marketing helps you gain momentum and visibility in the market year-round.

As an alternative, you can adopt a more constant, always-on strategy and direct your team's resources toward supporting, sales-oriented efforts as needed.

Source: Canva

Always on Social Media strategy

It’s not only the cheapest way to advertise, but it’s also the most cost-effective. It’s no surprise that so many companies are moving to social media for advertising because of its excellent tracking and ability to target specific demographics. In addition, it is critical to have a well-developed social media marketing strategy in place, just as with any other marketing effort.

Advantages of Always on Social Media

Establishing and maintaining a market presence as well as interacting with consumers and followers via social media platforms that are “always-on” is a terrific method to grow your business. You may develop brand love and exposure as well as unpaid viral reach through successful “always-on” social. How many people don’t want free access? Using social media as your primary marketing channel necessitates that your message and delivery be as effective as possible.

If you’re in the business of making money, you’ll need to be on social media 24/7. If you’re spending money on these engagement-optimized posts, keep in mind that you won’t see an immediate rise in ROI. Direct response (conversion-optimized) activity, on the other hand, makes social media a potent instrument for sales.

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Is It Difficult to Maintain an Always-On Marketing Plan?

Always-on marketing, like anything worthwhile, isn’t easy. Here are some common issues.

No marketing plan

Knowing your business and your products or services isn’t enough to design your next marketing move. You need a great marketing strategy.

But it can’t be any old scheme. In order to achieve your company’s goals, you must match your marketing strategy to them. In most cases, you probably wouldn’t use the same marketing strategy for high heels that you would for running shoes. You’d probably use a different strategy for each.

Even if you have the appropriate tools, you risk losing clients and wasting money without a marketing plan. Don’t just do something because it seems right. Think about it and make sure your strategies match your ultimate goals.

Targeting the wrong audience

It’s critical to keep your target audiences and their interests at the forefront of your campaign strategy while you craft your campaign. If you don’t know who you’re talking to.

If you try to reach a large number of individuals without focusing on the characteristics and demographics of your ideal client, you’ll be squandering your time and resources.

Lack of information

More material is needed when you communicate with your audience more frequently.

Internal teams typically struggle with this, especially when tiny employees tackle multiple marketing roles and channels alone.

Internal skill reviews are required before adopting an always-on strategy.

You may need to recruit a new employee or collaborate with freelancers to provide the extra material your plan requires.

Tips for Creating an Always On Brand

Are you where your ideal customers are? Do your media cover them? Is your brand available 24/7 to consumers? You don’t have to be overwhelmed by the task with an always-on marketing approach. An ALWAYS ON marketing plan is achievable with the correct platform and strategy and the following ideas.

Begin small and gradually

Achieving a 100-percent marketing strategy isn’t straightforward or quick. The greatest way to start is with what you already have. Consider how your brand’s daily interactions with your customers can build up to long-term success and growth by concentrating on the minor aspects.

Customize smaller plans for different customers. This is a terrific approach to get started with always-on marketing and using your new data.

Find out what your customers like and don’t like by conducting small-scale tests and relaunches with diverse groups.

Consider potential points of contact

Your marketing strategy should not be separated. Consider how an integrated approach can connect your platforms.

However, you can use the existing data to tie it to a different element of the customer experience, as long as the messaging is consistent and on-brand.

How can you tie an individual customer’s mobile or in-store experience to your email marketing strategy?

Consider where you can connect with customers. Unsegmented views reveal more than completely segmented ones.

Maintain a well-stocked armory

Like artificial intelligence and massive customer data pools, the correct tools can help you grow and optimize your always-on strategy.

One should always strive to think “smarter not harder,”, especially in an age when so much information is at our fingertips.

Research predicts that in 2022, people will spend an average of 200 minutes a day on social media, making gaining consumer attention a problem at an all-time high.


In order to keep your customers loyal, you need to devote more time and effort to creating and nurturing them.

The benefits of an always-on marketing strategy can be substantial and long-lasting, although many organizations find it difficult to commit to such a strategy.

A significant one, but one that will pay dividends in the long run



Sidra Masood

Writing is an art and I can create the magic of words by true and vibrant colours of writing which mesmerizing the reader. Follow for more stories and updates.