“Always on marketing” is a marketing strategy that involves maintaining a continuous and consistent presence in front of your target audience rather than relying on sporadic or seasonal campaigns. It’s about keeping your brand, products, or services in the minds of consumers at all times, rather than just during specific promotional periods.

Key elements of an “always on” marketing strategy include:

1. Consistency: This approach involves maintaining a steady stream of marketing efforts, such as social media posts, email marketing, content creation, and advertising, throughout the year. It’s not limited to occasional or time-bound campaigns.
2. Personalization: Always on marketing often incorporates personalized messaging and content to cater to the specific needs and preferences of individual customers. This can involve data-driven targeting and segmentation.
3. Multi-channel Presence: Brands need to be present across various channels, both online and offline, to reach their audience where they are. This may include social media, email, content marketing, paid advertising, and more.
4. Content Marketing: High-quality content is a cornerstone of an always on marketing strategy. Regularly producing and sharing valuable content helps keep the brand in front of the audience and builds trust and authority.
5. Data Analytics: Ongoing data analysis is crucial to measure the effectiveness of your marketing efforts and make adjustments as needed. Continuous improvement is a key part of always on marketing.
6. Customer Engagement: Building and maintaining relationships with customers is vital. Engaging with your audience through social media, customer service, and other channels is a fundamental aspect of this strategy.
7. Inbound Marketing: Attracting customers through educational and valuable content is a core component of always on marketing. By providing solutions to problems and addressing the needs of potential customers, you can draw them in rather than relying solely on outbound marketing.
8. Adaptability: The marketing landscape is constantly changing, and an always on marketing strategy needs to adapt to new trends, technologies, and customer behaviors.
9. Long-term Focus: This strategy is not about quick wins but rather building brand loyalty and long-term customer relationships.

Always on marketing is particularly important in industries where customer relationships and brand trust are paramount, such as B2B (business-to-business) marketing and industries where buying cycles are longer.

In summary, always on marketing is a comprehensive, ongoing approach to maintaining a brand’s presence and building customer relationships throughout the year, rather than relying on short-term, intermittent marketing campaigns.