As technology continues to advance, the digital world ceases to sleep, granting consumers constant and consistent access to the internet. The digital world offers instant gratification for consumers with information, products, and services right at their fingertips.
This is great news for businesses. In a hyper-digital society with an irreversible reliance on technology, consumers are overexposed to a whole variety of products and services. No matter where they go or what they browse, consumers are easier than ever before to reach and engage with. This comes with just one caveat: consumers that never sleep demand businesses that are always wide awake.
“Always On” marketing strategies are a fantastic solution, allowing businesses to utilize automation and data intelligence tools to maintain continuous online visibility and customer engagement every minute of every day.
What is “Always On” Marketing?
Always On Marketing (AOMJ is a direct response to an “always on” society. With multiple device connections and constant internet access, businesses are burdened with a need to maintain constant online visibility.
AOM involves the scheduling and optimizing of continuous marketing activities that exist solely to acquire and retain customers. It operates 24 hours a day, 7 days a week, 365 days a year and, with it, businesses maintain a consistent digital presence.
Why It Is Important To Use?
In a time where luxuries are growing further and further out of reach for the average consumer and brands are faced with overwhelming competition, maintaining customer engagement is becoming increasingly difficult.
With an AOM strategy, businesses are encouraged to focus on customer relationships by developing core service messages and effective touch-points. With an “always on” strategy, businesses maintain consistent customer satisfaction – not just during office hours.
How To Ace The AOM Technique
While the AOM technique relies on a lot of moving parts, there’s one core aspect that cannot be avoided:
Failure to prepare is preparing to fail is the name of the game when it comes to the AOM strategy. Investing your efforts and energies into understanding your audience is the foundation of success.
With AOM, valuable time needs to be dedicated to acquiring data about your audience and their shopping habits. Obtaining this data will help you to develop a comprehensive digital marketing plan that will reach and target your audience in the right places, at the right times.
Although time-consuming, understanding your audience in depth is the key to developing a successful marketing strategy that focuses entirely on customer satisfaction and retention. Utilizing the data to its full advantage is the key to developing effective AOM campaigns.
Once you have this part ticked off, you can start to develop the other components of your AOM strategy. These include:
Investing in CRM tools and automation technology is another beneficial, if not an unavoidable part of an AOM strategy. With automation and management software, you’ll be able to maintain consistency throughout all correspondence and implement a strategy that never sleeps.
Automated CRM systems are especially helpful for customer service departments that lack resources. Optimizing communication by keeping customer service operatives and customers connected, automated systems are a quick and convenient way to send personalized communication, no matter the time of day.
With the help of automated tools and systems, you’ll streamline your customer service management efforts to deliver efficient and effective campaigns that work around the clock.
When you’re communicating with your audience frequently, you’ll need to have plenty of content to satiate their appetite. Developing dynamic content for each customer segment is a great way to build your engagement and strengthen your customer rapport.
Dynamic content should be consistently published across platforms to maximize both reach and awareness. While the type of content may vary from platform to platform, all content should be in alignment and, above all else, designed with your audience in mind.
There’s no doubt that Always On Marketing strategies are demanding and complex. Yet, with the right infrastructure and accurate data set in place, AOM campaigns cater to the demands of a hyper-digital society with results you can rely on to maximize customer retention.
Placing the customer at the heart of all marketing initiatives, an AOM strategy is set to nurture your existing customer base and engage prospective customers to enhance loyalty, increase brand awareness and achieve your growth goals.