At Cure Media, we are firm believers in the synergy of always-on marketing and influencer marketing. This combination, we argue, is the most effective strategy for brands aiming to connect with their target audience in today’s saturated marketing environment. The necessity of this approach for all brands stems from the industry’s rapid pace.
Our experience shows that the integration of always-on marketing with brand strategies leads to outstanding outcomes, helping brands cultivate a more enduring image. An always-on marketing stance ensures that brands remain at the forefront of consumers’ minds, simplifying the decision-making process when they are poised to purchase. We have observed the manifold benefits that an always-on approach brings to brands, and in this article, we delve into why always-on influencer marketing is particularly beneficial for all brands, contributing to their sustained success.
Implementing an Always-On Strategy
The essence of always-on marketing is to maintain a brand’s presence in the consumer’s mind, ensuring that when the time comes to make a purchase, the brand is the first thought. Achieving this requires a consistent presence in the spaces where consumers focus their attention. Despite the ongoing relevance of television, it’s evident that consumer attention is increasingly fragmented, often shifting to smartphones and social media engagement. With the average internet user dedicating over two and a half hours daily to social media—a 30% increase compared to traditional TV viewing—it’s imperative for brands to pinpoint not just where their audience spends time, but where their attention is truly engaged. Social media platforms are pivotal for maintaining an always-on marketing presence, enabling brands to stay connected with their audience.
However, a deep understanding of these platforms is crucial before planning social media strategies, as the content that resonates on one platform may not have the same impact on another. Influencer marketing simplifies the always-on strategy by fostering ongoing relationships between brands, influencers, and their audiences through steady, year-round content. Influencers, with their in-depth knowledge of platforms like Instagram and TikTok, can guide brands on the most effective content types for each platform, allowing brands to focus on broader marketing strategies rather than constant trend analysis.
Why Always-On Works for All Brands
Reflecting on our decade-long experience across various brands, we’ve observed the undeniable impact of consistency in marketing campaigns. Our collaborations with major fashion brands like H&M and Kappahl have underscored the efficacy of an always-on approach.
An always-on marketing strategy is universally applicable because the market is in constant flux, with trends swiftly evolving and heavily influenced by external forces such as social media, pop culture, and current events. This market dynamism underscores the importance of an always-on strategy for all brands. Keeping abreast of trends and generating timely, relevant marketing content is a formidable challenge, yet it’s crucial for maximizing engagement with a brand’s existing customer base.
Marketing efforts should be consistent throughout the year, with strategic increases during pivotal periods like seasonal transitions or peak consumption times. Failure to maintain an always-on presence or to engage with current trends can result in a loss of market share to digitally native brands that excel in innovative marketing, particularly to younger generations whose purchasing power is on the rise.
Using Influencer Marketing to Stay Always On
For brands committed to an always-on marketing strategy, influencer marketing offers a viable pathway to achieve this goal. Beyond their familiarity with social platforms, influencers bring several advantages to the table, making it easier for brands to maintain an always-on presence. Influencer marketing is particularly crucial for ensuring that brands remain engaged, as influencers can instill trust in their audience regarding the latest products or trends.
Collaborating with influencers allows brands to stay in sync with digital advancements. Statistics reveal that 72% of Millennials and Gen Z rely on social media and influencers for purchase inspiration, with a 59% conversion rate leading to actual sales. Further research indicates that 69% of consumers place more trust in influencers than in traditional brand advertisements. Our studies also highlight a preference among Gen Z for influencer recommendations over other forms of advertising, suggesting that Gen Z could be among the most brand-loyal generations, with 60% remaining faithful to their preferred brands when promises are kept. By effectively targeting Gen Z, brands can cultivate a base of loyal customers.
Influencers generate diverse, engaging content and stay abreast of social media trends that brands might miss. They also have the knack for navigating social media algorithms, ensuring greater visibility compared to brand-owned media posts. By integrating influencer marketing into an always-on strategy, brands can secure a continuous digital presence, fostering ongoing engagement, heightened brand awareness, and customer loyalty.