In the pre-digital era, marketing activities have been planned in campaign ‘bursts’ around new product launches and promotions. Digital marketing needs a change in mindset so businesses invest surf client’s time and budget into ‘always-on’ activities which can be used in an integrated way to maximise visibility and conversion through the customer lifecycle.
What is it? ‘Always-on’ digital marketing activities
Always-on or inbound digital marketing aims to maintain continuous visibility and persuasion and engagement online 365 days a year as consumers and businesses show their intent to buy by searching online for information about products and services using search engines, social media, reviews, comparison sites and their preferred in influencers.
Always on activities also include marketing automation to follow-up on interested through email marketing, messaging, on-site personalisation and off-site re-marketing.