Key insights:

• Always-on marketing works best with strategic reactivity and selective content creation
• Deep understanding of younger generations’ values and platforms is crucial for success
• Always-on marketing ensures brands stay relevant and responsive in real-time

If you have any interest in digital marketing (and haven’t been living under a rock for the past 10 years), chances are you’ve encountered the term ‘always-on’. This approach has become a cornerstone for many brands and agencies, especially those like ours that focus on engaging younger generations. But what exactly does ‘always-on’ marketing mean, and why is there growing debate about its effectiveness?

The rise of always-on marketing

Always-on marketing refers to a strategy where brands maintain a continuous presence across various digital channels. Unlike traditional campaigns that have a set start and end date, always-on marketing aims for perpetual engagement. This strategy gained popularity because it aligns with the way digital audiences, particularly Gen Z, consume content—constantly and in real time. The need for brands to stay relevant in a 24/7 digital world has never been greater, and always-on marketing offers a solution by keeping brands consistently in the public eye.

Understanding always-on campaigns

Always-on campaigns, a crucial element of always-on marketing, involve specific initiatives designed to run continuously with minimal interruptions. These campaigns leverage real-time data, automation, and ongoing content creation to keep the audience engaged. The goal is to maintain relevance and top-of-mind awareness, which is essential in the fast-paced digital landscape, where trends come and go at lightning speed.

The case for thoughtful reactivity

However, not everyone is sold on the always-on approach. Industry leaders like Judy John, Global Chief Creative Officer at Edelman, have raised concerns about the potential downsides. Speaking at Cannes Lions 2024, John suggested that the term might be due for retirement, criticising the practice of churning out content without considering its impact.

At SCREENSHOT, we understand these concerns and advocate for a more strategic approach. It’s not about flooding feeds with content for the sake of it; it’s about being selectively reactive. This means leveraging insights, analytics, and real-time feedback to shape meaningful interactions with the audience you’re targeting. By doing so, you can ensure that your always-on campaigns are not just constant but also consistently valuable.

Why always-on marketing became popular

The appeal of always-on marketing lies in its potential to build stronger, more consistent relationships with audiences. For Gen Z, who are always connected and consuming content at all hours, this approach ensures that brands remain relevant and responsive. Continuous engagement helps in nurturing loyalty, driving conversions, and adapting to trends as they happen. This always-ready stance allows brands to capitalise on spontaneous opportunities and address issues before they escalate, making them more agile and responsive.

The buzzword debate

Despite its popularity, the term ‘always-on’ has been criticised as a buzzword that sometimes leads to ineffective strategies. Critics argue that without careful planning and purpose, always-on campaigns can result in content overload and audience fatigue. The key is not to abandon the concept but to refine it.

At SCREENSHOT, we believe in the power of always-on marketing but advocate for a refined approach. It’s about quality over quantity. By being selective and strategic, we can ensure our campaigns resonate with our audience. This means understanding their values, interests, the type of content that genuinely engages them, and on which platforms they look for it.

Embracing strategic always-on marketing

In conclusion, while the debate around always-on marketing continues, we see its potential when executed thoughtfully. By focusing on strategic reactivity and selective content creation, we empower brands to maintain a consistent and meaningful presence. Our deep understanding of Gen Z’s digital habits positions us as leaders in this space, capable of navigating the complexities of modern marketing.

And remember, it’s not just about being always on—it’s about being always relevant.