Why your brand should have an always-on campaign strategy in the digital environment

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It goes without saying that you should have active strategies in place for high-traffic shopping promotional dates like Mother’s Day, Black Friday, and even longer ones like Back to School. But what do you do in the “off-season”? There’s a strategy for that, too.


The Always On Digital strategy covers the off-season weeks and months leading up to these peak shopping days.



Why adopt an Always On strategy in a Digital environment?

Be top of mind. Regardless of whether a shopper ends up bolivia whatsapp lead purchasing one of your products, awareness is inevitable when they see your ads on one of these key channels. This lets them know, or for people familiar with your brand, reinforces your brand as having relevant products. Since we’re used to seeing relevant results at the top of the page (paid ads), this also signals the relevance of your product to their needs.



Seasonality. If your products aren’t seasonal, why should your ads be? Running your ad campaigns for a few months a year will only help drive detail page views and sales of your product during that finite time period, which doesn’t reflect the needs of your buyers.



Create relevance. Even with SEO techniques, it can take months for content to rank well in searches. Therefore, make an effort to promote it after it is published. Use social media, banners, pop-ups, email and whatever else is at your disposal to promote your content. Even if your online content strategy aims to generate results organically, it is worth thinking about setting aside a budget to boost promotion , whether through social media or Google Ads. Even if they are temporary, ads can generate good traffic for your content.



Increase market share. The online storefront has virtually infinite space. However, with more competitors comes limits on product visibility. Instead of walking into your local store to find products already selected for you, you are greeted with pages and pages of search results. When was the last time you scrolled past page 2 on a search result? Participating in search advertising is what ensures that you continue to appear where people look first. For established brands, being at the top of search results means protecting your market share and going after indecisive shoppers. For emerging brands, this is an opportunity to get your brand and product(s) in front of shoppers. Instead of spending resources competing for limited brick-and-mortar shelf space, emerging brands can spend their resources getting directly in front of relevant shoppers.






Implications of not taking an always-on approach

With online advertising revenue growing more and more each year, there’s more competition than ever before. Opting out of search advertising gives your competitors the opportunity to get in front of your increasingly unbrand-loyal shoppers.


By running campaigns, you not only focus customers’ attention on your products instead of your competitors, but you also put pressure on your competitors for ad space. When you choose not to run campaigns, ads become cheaper and your competitors’ budgets have a greater reach, encouraging them to spend more. You’ll be left behind while they reach more consumers and build relevance.




For your advertising campaigns, this means you’ll spend more and your products will be shown less when you run one-off campaigns, due to the lack of historical performance . Ultimately, this means fewer sales and giving up share of voice .


Digital Always On Campaign Tips

Goal setting. Identify and prioritize the goals your brand wants to achieve through increased visibility across channels. In addition to listing them in order of importance, segment your budget so that it reflects the weight of the priority.



Keywords to consider. We recommend having a mix of the following keyword types as part of your brand strategy: branded terms for your brand, non-branded category terms, and key competitor terms.



Sponsored Brand Messages (formerly Headline Search Ads). In addition to promoting individual brands, boost domestic penetration of your entire catalog and encourage basket building by promoting products across your entire portfolio (bundling, cross merchandising, partnerships, etc.).



Strategy. If your company has products from multiple brands, you should have at least one brand-sponsored BRAND campaign running Always On throughout the year and one sponsored product ad for each product you are actively selling.