always-on campaign

Definition

A marketing campaign that runs continuously rather than in sporadic bursts, like a retail store that never closes or that friend who won't stop texting. Designed to maintain constant brand presence without the panic of starting and stopping.

Example Usage

We're shifting from seasonal pushes to an always-on campaign that maintains baseline awareness throughout the year.

Origin

Gained prominence in the 2010s with the rise of digital advertising and programmatic buying capabilities

Fun Fact

Always-on strategies typically require 20-30% less budget than burst campaigns to maintain the same level of awareness, but they're harder to get executives excited about because there's no 'big launch moment.'

Source: Digital marketing strategy publications

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