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How to Approach an Always-On Digital Media Strategy in 2022

How to Approach an Always-On Digital Media Strategy in 2022

Mara Heathcote

Modern digital marketing requires an always-on approach, as our consumers are ingesting media on a consistent, daily basis. Our goal is to help you modify, improve, and leverage this technique to get the most out of your digital ad campaigns. 

In the pre-digital era, ad campaigns were often planned in short ‘bursts’ around new product launches and promotions, which most often was centred around the release of a new product or campaign. Nowadays, our industry has switched to a more effective, ‘always-on’ technique - a modern way of running effective media campaigns. In the following paragraphs, we will go over what this means, how this will improve your digital marketing campaigns for 2022, and how “always-on” activities can be used in an integrated way to maximize visibility and conversion throughout the entire consumer journey. 

Nowadays, consumer habits are rapidly changing and technology is continuously evolving, making it more challenging for brands to find and follow consumer behaviours. Always-on Marketing (AOM) or Inbound Digital Marketing, provides brands with a way to maintain continuous online visibility, persuasion and optimize their marketing efforts to encourage customer acquisition and retention all year round. The intention is to reach and convince consumers as they show their intent to buy by searching online for information on products or services using search engines, social media, reviews, comparison sites and their favoured influencers.

The key to always-on campaigns is to be present whenever your audience is looking for the product or service your business offers, meaning that you are ready to engage with your audience when they’re ready.

Brands can cultivate long-lasting value far earlier than the buying process when prospective customers are researching for solutions, learning about different offerings, and educating themselves about similar brands. To succeed, one must be ready, not only on their website and social channels but be available wherever their consumers may be. 

Let’s pause for a second - HOW do brands decide where they want to appear and how does it best cater to their intended audience? 

It's important to remember that different platforms serve different purposes. As much as this makes sense in a conversational setting, what does this mean for you, for us, for reaching our audience? When we take a step back to think about each social media platform, each type of media we ingest, the purposes they fulfill - we go to different areas of the technological world to fulfill different needs and answer different questions. One may go to Pinterest for inspiration, Instagram to find a new recipe, YouTube to try a new workout. 

Keep your demo in mind as you make your plans - it’s not just about what is potentially “easier”, but what is most effective for your audience (which doesn’t always include your opinion).

There is an existing belief that always-on marketing might just be for B2C (business-to-consumer) and not B2B (business-to-business) efforts, although this is false. Customers constantly want their needs met. According to Google, 75% of smartphone users expect to find immediate, relevant information while using their smartphones. Considering this, brands need to seriously consider using an ‘always on’ strategy to propel their content into the future of digital marketing.

There are many benefits to adopting an always-on presence and approach to digital marketing, most of which center around developing a contextual, real-world connection with your demographic and consumers - whether they are traditional consumers or businesses alike. 

Being always-on ourselves, we are here to support your team, and are ready to help strategize, design, and implement your 2022 always-on digital media campaigns, ensuring your ad spend dollars are used properly, reaching the right audience, at the right time, every time.

Want to Learn More?

Give us a shout and let us know how we can help.

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