Always-On marketing


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If you’re a fan of buzzword bingo, you may have added a new word to the card recently. ‘Always-On’ has been mentioned more and more as an important new approach for marketers. But what does it actually mean?

Published in: Business, Technology

Always-On marketing

  1. 1. ALWAYS-ON MARKETINGAgency Briefing
  2. 2. Always-On is not making a lot of noise in thehope of distracting or grabbing attention Stefan Augello
  3. 3. Always-On is not real-time Stefan Augello
  4. 4. Always-On is not customer relationshipmanagement via social tools Stefan Augello
  5. 5. Always-On IS a journey made up of valuable communicationcontent. Everything from campaign messaging to deeperbrand experiences.
  6. 6. Typically we produce campaigns based on a BIG Idea with thefocus on D-Day (Product Launch).
  7. 7. Moving away from the Big Idea, withAlways-On we create many small ideasthat stitch together to form oneL-O-N-G idea Gareth Kay
  8. 8. With TV, games and entertainment, the approach withalways-on marketing is to have one story world made up ofmany small pieces of content where the L-O-N-G idea willplay out. content content content content content Story world Adaptation of Robert Pratten’s model
  9. 9. With verticals such as FMCG, B2B, Retail, we anchorcontent to a brand purpose or ideal. The smaller pieces ofcontent emanate from the brand purpose/ideal and helpform the L-O-N-G idea. RiechesBaird
  10. 10. Each piece of content produced is designed to be consumed individually and should tie back to the story world or brand ideal. However, the experience of connecting all of the pieces of content together is greater and more satisfying than the sum of all parts. content content content Whole is more satisfying than the sum of all partsAdaptation of Robert Pratten’s model
  11. 11. Each piece of content should provide value to the user. This value will generate earned media and hopefully 2nd, 3rd, and 4th generation earned media. Information Emotive Value Utility Monetary EntertainmentSteve Sponder
  12. 12. CAUTION! This does not mean we create a lots of shit.The content needs to be well thought through, but notperfect.
  13. 13. To ensure we are developing content that has true value,it needs to be agile. We should iterate, test, learn and killwhere necessary. Thanks to Made by Many and David Armano
  14. 14. Where possible, the content should deliver feedback,which will enable us to iterate. There are two layers offeedback response:1. Conversation Conversation2. Participation Participation Audience Marketing Content Adaptation of Christopher Penn’s model
  15. 15. Each piece of content can be communicated across different channels to achieve earned media. To reach the target audience, we can use methods such as propagation planning. Both Always-On and PONBE are compatible with the L-O-N-G idea.Steve Sponder
  16. 16. So to recap…Always-On IS a journey made up of valuable communicationcontent. Everything from campaign messaging to deeperbrand experiences.When planning always-on marketing think:• Frequency (small pieces of content)• Agility (content iterations)• Duration (the L-O-N-G idea)
  17. 17. THANKS