Definition: adjective [before noun] UK /ˌɔːl.weɪzˈɒn/ US /ˌɑːl.weɪzˈɑːn/ Always On – available or operating at all times.
The media landscape can be an intimidating place for SMEs. Primarily because they are greater in number (representing 99% of all EU businesses) and therefore face more competition from peers, but also because they lack the vast budgets and ability to generate the standout and market recognition larger organisations can. An Always On strategy should be considered.
An Always On strategy – where small amounts of information or content is delivered constantly rather than a more traditional “campaign” model, is ideal for smaller businesses on a financial level, as it is easier to spread the cost over time instead of crippling your bottom line with a major fiscal hit every few months. It also means that your message is continuous rather than being reinvented each burst.
A further advantage of Always On content is that it engages you and your audience in an ongoing two-way conversation, a key driver for building your customer base. Your audience, like the rest of us, live in a world where they have become accustomed to constant information- when that drops off at the end of a campaign, a lot of that engagement can be lost. Of course attracting their attention in the first place is important, but equally crucial is being able to retain it. An Always On strategy can help to develop a relationship – keep them coming back.
“A good analogy would be with web browsing – getting people to click on your page is one thing, but what you really want is for them to bookmark it”.
Allows you to be both reactive AND proactive
Always On is key when it comes to maintaining relationships because it enables you to be nimble, and adapt to changing circumstances or customer feedback on the fly. A campaign which is generally more proactive, is a commitment, and if poorly-judged can be very difficult to come back from and can even be damaging.
“To summarise, with Always On marketing, even if you are using it in combination with campaign marketing, you will have much less trouble turning the ship around if you reach choppy waters!”
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