At any one time, 95% of your potential customers are not in the market looking to buy, according to research by the Ehrenberg-Bass Institute and LinkedIn’s B2B Institute.
Only 5% of your audience is “in-market” now looking to buy, so your advertising largely hits buyers who will not buy anytime soon.
How can marketers be top-of-mind for buyers at whatever point they decide to buy?
One great way to do this is through always-on marketing, which seeks to build awareness and create brand-relevant memories through messaging.
Here’s what you need to know about always-on marketing and how to apply it in your search marketing campaigns.
What is always-on marketing?
Always-on marketing is a strategy that aims to keep your brand consistently visible in the market through ongoing campaigns.
The main objective is to ensure your target audience knows your brand and its solutions even before they are ready to purchase.
Always-on marketing enhances brand awareness and boosts brand equity. It uses metrics from the full marketing funnel to judge performance, from reach all the way down to revenue.
Why always-on marketing matters
Short-term lead generation campaigns continue to dominate the marketing landscape.