Definition
A continuous marketing approach that maintains constant brand presence rather than campaign bursts, like keeping the lights on instead of throwing occasional raves. The marathon runner's philosophy applied to advertising spend.
Example Usage
We shifted from quarterly campaigns to always-on marketing, maintaining steady social media presence and search ads year-round.
Origin
Gained prominence in the 2010s with the rise of digital channels enabling cost-effective continuous presence.
Fun Fact
Always-on strategies often outperform pulsing campaigns in building long-term brand equity, though they require serious commitment to content production.
Source: Contemporary digital marketing strategy
Related Terms
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See “always-on marketing” in Corporate Speak, Gen-Z Slang, Pirate Speak, and more.
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