always-on marketing

Intermediate 📣 Marketing / Advertising

Definition

A continuous marketing approach that maintains constant brand presence rather than campaign bursts, like keeping the lights on instead of throwing occasional raves. The marathon runner's philosophy applied to advertising spend.

Example Usage

We shifted from quarterly campaigns to always-on marketing, maintaining steady social media presence and search ads year-round.

Origin

Gained prominence in the 2010s with the rise of digital channels enabling cost-effective continuous presence.

Fun Fact

Always-on strategies often outperform pulsing campaigns in building long-term brand equity, though they require serious commitment to content production.

Source: Contemporary digital marketing strategy

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programmatic buying

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