Always On Marketing: Tips On Ramping Up Your Strategy

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Always On Marketing Tips On Ramping Up Your
Strategy
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(No Transcript)
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• Put your imagination cap on and consider how
  different our modern-day world would be if the
  eCommerce environment functioned like
  brick-and-mortar stores. In this divergent
  reality, when you bring up amazon.com on your
  laptop, instead of seeing a smorgasbord of goods
  to buy, there is just a note reading SORRY,
  WERE CLOSED. Hours of Operation, 9a-5p M-F.
• Its a laughable, foreign idea, right? How did we
  survive in an age where we couldnt order
  anything from bath towels to construction
  equipment any time the mood struck? Only
  twenty-some years into the internet age and its
  nearly impossible to conceive of a world where
  our every behavioral buying whim isnt catered to
  any and every minute of the day.

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• As consumers, we understand the advantages of an
  always-on world. As marketers, though, were
  still playing catch-up. Current and potential
  customers are looking for information 24/7. To
  capture their attention and their business, you
  need to be where they are, whenever theyre ready
  for you. In short, you need always-on marketing.
• Like content marketing or account-based
  marketing, the idea of always-on marketing has
  been around a while but executing it has been
  challenging for many brands. To do it
  efficiently, companies need to have accurate and
  actionable data on both current customers and
  their target audience.

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• After all, if youre spending a big chunk of
  your marketing budget on targeted social media
  messaging and ads, youll want to ensure youre
  doing so at both the time and in the format most
  likely to engage your customer base. Luckily,
  with the advent of comprehensive data platforms
  like Group FiOs Insight Marketing Platform (IMP)
  and with some of the tips weve highlighted in
  this weeks blog, always-on marketing IS possible
  to do more purposefully and strategically than
  ever before.

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What is Always on Marketing?

• The term itself might seem self-explanatory, but
  Always on is a new marketing method developed
  to meet the needs of todays digital era
  consumer. Its no secret that the eCommerce world
  is growing at astronomical rates. E-commerce in
  the U.S. grew 30 in 2020, its fastest growth
  rate since 2002, according to are port from
  Forrester. And this wasnt just an anomaly
  brought about by a worldwide epidemic. By 2024,
  retail sales online will account for 25-30 of
  all retail sales. That means that while eCommerce
  will continue to grow, Forrester projects that
  72 of retail will still take place offline in
  2024.

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• What does this mean for retail brands? It means
  there will certainly be a need to invest in
  eCommerce growth, which will include ensuring
  your marketing efforts to keep up with the
  competition. Always-on marketing does just that.
  By adopting an always-on marketing approach,
  consumers have the ability to receive and
  internalize your marketing efforts at any time.
  Unlike campaign marketing that delivers a short
  burst of a marketing message, always-on
  marketing provides continuous access to and
  exposure to your brand.

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• Always-on marketing utilizes an ongoing strategy
  that is scalable and is best achieved utilizing
  automated technology for optimal results.
  Obviously, its nearly impossible to have a
  marketing team at the ready to deliver messaging
  24/7. This is why having the ability to deliver
  automated marketing content and messaging that is
  powered by data is crucial.
• Whats the difference between always-on and
  always available? Think of it this way your
  companys website runs nonstop. Your content is
  available whenever consumers want to engage with
  it.

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• If someone wants to sign up for your newsletter
  in the middle of the night, they can, and you can
  thank them with an automated response while
  catching their first-party data while youre
  asleep. Thats always available
  marketing.Always On Marketing involves an
  additional component like AI (artificial
  intelligence) thats continuously optimizing your
  content marketing, ensuring its being seen by
  the right audience at the right time.
• With marketing becoming more and more
  competitive, brands cant afford a spotty
  strategy. Only a seamless, always-on content
  marketing strategy empowered with customer data
  will deliver the results that can catapult brands
  beyond the ordinary and into the realm of thought
  leadership and engaged target audiences.

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Key Tips for Upgrading Your Brand to Always On

• Are you everywhere your target customers hang
  out? Do your messages reach them at the right
  time? Is your brand accessible in some capacity
  to consumers 24/7/ Investing in an always-on
  marketing strategy might seem like a daunting
  task but it doesnt have to overwhelm you. With
  the right platform and strategy in place and some
  of the tips outlined below, an ALWAYS ON
  marketing approach can be accomplished.

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• Start Small and Slow. Ramping up your marketing
  strategy from 0 to 100 isnt an easy endeavor and
  isnt something you should try to accomplish
  overnight. The best place to start is to look at
  what you currently have available. Start by
  focusing on the small details, like the
  engagement your audience has with your brand each
  day and think about how these can all add up to
  long-term growth and success.
• Create smaller strategies that you can customize
  based on customer segments. This is a great way
  to dip your toes into always-on marketing and
  start making use of some of your new data.

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• Utilize this time to test, analyze, and relaunch
  with different segments on a smaller scale and
  find out what works best for your customer base.
  Know more please visit our blog here
  https//www.groupfio.com/always-on-marketing-tips-
  on-ramping-up-your-strategy/