Why Brands Should Be Using An 'Always On' Approach
The call to action of our time - 'Always On' driven content and why you should be using it.
- ‘Always On’ is a new marketing method that has been developed for the digital era, where brands make a promise to tell great and engaging stories so that they can build a two-way conversation of value with their audience.
- In a world where audiences are more selective about the content they consume, with no time for interruptive advertising, ‘Always On’ will provide continuous rapport, increased engagement and other benefits outlined in this article.
The advertising industry has been affected by heavy disruption and displacement due to three key factors:
1) Evolution of technology and platforms.
Technology and platforms are advancing at an astronomical rate. The likes of Facebook, Instagram, and Google are set to monopolize the advertising industry, with digital spend on the rise, resulting in less attention towards print and TV.
2) Changes in consumer behaviour.
The habits of consumers are always evolving, with the current market seeing Instagram as the number one social channel for many western millennials and mobile as their device of choice. In addition, consumer awareness of data privacy is resonating more throughout the industry, with more social channels taking an active interest in enforcing this for their users.
3) Legacy business models.
When a business considers the ever-changing consumer habits coupled with evolving technology, an issue is presented with a business’s ability to innovate and adapt in line with these changes - each advertising business has its own legacy of how they do things, and the age of the business will affect how they make these tactical changes in order to stay in line with current and future changes.
What does ‘Always On’ mean?
‘Always On’ is a new marketing ethos that has been developed for the digital-era and is being adopted by more and more brands. These brands have acknowledged that quantity is a key focus along with the ability to incorporate authenticity.
‘Always On’ is a promise for brands to engage with the channel that their target audience populates. It’s a promise to tell stories and create a two-way conversation with this audience, not to interrupt, bombard or take away from.
With new algorithm developments, social has the ability to filter and reject nonsense advertising by de-prioritising it in the feeds. When an ‘Always On’ method is adopted, brands would begin by assessing their data so that they focus on ‘usable data’ which will increase personalisation and relevance for their audience.
Why is ‘Always On’ beneficial?
‘Always On’ eliminates the siloed campaign mentality. This will promote a further reach across a variety of channels and has the ability to influence an audience at different stages of the customer purchase cycle. Through providing the ‘right message at the right time’ to target audiences, brands will receive higher value and return on investment.
In addition, through using ‘Always On’, brands will achieve a continuous rapport with their audience, building a two-way conversation of value which is not an intrusive campaign that is forgotten as quickly as it appears.
Pricing efficiencies: Brands will be able to develop a sustainable content programme over an extended period of time which leads the way for economies of scale in planning, production, and media distribution. To be in a continual conversation with an audience requires commitment, which demands that the creative, production and distribution departments are always being innovative. But when this is compared to the more sales oriented advertising, the ‘Always On’ conversation focused approach is the clear winner.
The best marketers will understand that the content they share is about both quantity and quality and will ensure this is portrayed in a way that engages their audience to comment, the result - increased engagement.
Through an increased engagement, an audience will always be in conversation with the brand, which will promote uplift and awareness. Many businesses make the mistake that interruptive brand logo or product reinforcement is effective, but an audience know what they want and through using an ‘Always On’ approach this is achievable.
Brands do not just want an audience to consume their content and then the journey to end there. They want that valuable next step, for an audience to take the time and effort to find out more. Data has shown that when people are taken on a journey, a story, they are provided with value whether educational or entertaining, they want to find out more. Just think how many people go to IMDB or YouTube after watching a good Netflix documentary - this is what brand campaigns are noticing more of.
How has CLICKON used ‘Always On’?
Here at CLICKON, we have been using an ‘Always On’ approach for over two years which has helped develop the business into one that knows how to create, test, and deliver content at scale.
To take this a step further and keep us ahead of the game, we have developed a new software called iQ that allows brands and clients to always be in conversation, they can ‘take back control’ of the process with full transparency. In a nutshell, it enables an end-to-end process which creates, provides feedback, and distributes global campaigns at speed.
Some typical results from ongoing campaigns: