Benefits of always-on marketing 📆

Marketing strategies can be sorted into two categories: campaign-style and always-on. As its name suggests, the campaign-style strategy releases one-off campaigns, usually aiming to maximise profits during seasonal events–Valentine’s Day, Easter, Black Week, Christmas, and the like.

Always-on marketing, on the other hand, is the opposite. With this strategy, you're making a commitment to consistently connect with your audience. Rather than focusing on single events, always-on spreads the love all year round! And it's not just about making a profit–it's also about creating brand awareness and reaching your brand’s non-financial goals.

Maximise your marketing potential

Always-on marketing–as its name suggests–is constantly running. One of the advantages to this is that you don’t lose out on conversions that may be neglected during off season periods.

This is because you have the opportunity to assess and optimise your campaigns in a way that shorter, single promotions don’t offer. We know that for performance results to reveal themselves, our systems need adequate time to gather data. With always-on, a larger data pool of incoming traffic can reveal areas that need improvement, which you can quickly and efficiently update.

Simply put, while campaign strategies can use their results to evaluate long term strategies and provide a reference for future use, always-on results can be used immediately to improve itself.

Always-on benefits 101

1. Collect essential first-party data, year round - Always-on marketing allows you to continuously collect first-party data throughout the year. This is essential for personalising your marketing efforts and understanding your target audience better. With year-round data collection, you can make data-driven decisions that will improve your marketing strategy and ultimately lead to a better ROI.
2. Increased brand awareness & visibility - Always-on helps to keep your brand front and centre in the minds of your target audience, increasing the likelihood that they will think of your brand when they’re in need of your products or services.
3. Increased sales & revenue - By reaching and engaging customers at all times, you increase the chances of converting them into paying customers, leading to an increase in sales and revenue. Make sure you’re using a range of touchpoints to create a seamless customer journey, leading to a higher conversion rate.
4. Improved targeting & personalisation - With always-on marketing, you can collect real-time data and feedback on customer behaviour and preferences, allowing you to create highly targeted and personalised campaigns in future. This will ultimately lead to a higher engagement rate and a better ROI.
5. Improved ability to track & measure marketing success & ROI - By continuously tracking and measuring the success of your marketing efforts, you can make data-driven decisions and optimise your strategy for maximum ROI. From here, you can make informed decisions and allocate your budget more effectively.

What about always-on gamification?

Our suggestion: add gamification to your always-on strategy and take things to the next level! In this case, we move away from reward or discount focused game formats and, instead, think of evergreen formats that can help you understand your audience’s needs and preferences better. For example, a personality test can be used to enrich your audience data and identify which products are the best match for specific customers.

With more targeted data, gamified always-on campaigns are a strategic and engaging way to keep your audience interested and coming back for more.

And, you can implement always-on gamification together with single campaigns! The best strategy is to combine campaign-based and always-on initiatives to optimise your marketing efforts and increase reach, engage audiences, retain loyal customers, and boost sales across the board.

Are you looking for a new way to engage with your customers, or want to find ways to keep them coming back? Gamification marketing may be the answer.

Create a free account with Scratcher.io today and we will help you get started using gamification marketing in your business.