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'Always On' VS Campaign Marketing

Sara Charnock • January 30, 2025

Why "Always-On" Marketing is Your Secret Ingredient, But Campaigns Are Still Essential

In marketing, two strategies often steal the spotlight: always-on marketing and campaign marketing. Both are effective, but what if we told you that always-on marketing is the secret ingredient your business is missing? Don’t worry, campaign marketing still plays a crucial role. Here’s why the steady rhythm of always-on can be key to long-term success, with campaigns providing the punch when needed.


Always-On Marketing: The Heartbeat of Your Brand

Think of always-on marketing as the heartbeat of your business. It’s consistent and ongoing, keeping your brand visible and engaging with your audience. This strategy doesn’t crave immediate attention or headlines; it’s the background music—setting the tone without stealing the show.

Why Always-On Marketing Works:

  • Builds Trust Over Time: By staying in your audience’s feed consistently, you build credibility. Trust takes time, and always-on marketing nurtures relationships, making your brand dependable and familiar. Learn more about how to build trust through our digital marketing services
  • Keeps You Top-of-Mind: Whether it’s through social media posts, blogs, or newsletters, always-on ensures your brand is remembered—even when they’re not buying now, they’ll think of you when they’re ready. Check out our SEO services to help your content stay discoverable.
  • Sustainable Growth: Unlike campaigns that have a start and end, always-on marketing is an ongoing investment. It keeps your brand active without draining resources or burning out your team. 


Campaign Marketing: The Sprint That Grabs Attention

Campaigns are the bright, shiny objects in your marketing toolkit. They create buzz, grab attention, and drive short-term results. Campaign marketing is about bursts of energy—whether it’s a product launch, a special promotion, or a seasonal offer.

Why Campaign Marketing Works:

  • Creates Urgency: Limited-time offers or exclusive events push customers to act fast. It’s all about excitement, something special, and the fear of missing out. See how our work can help drive urgency in your marketing.
  • Drives Action: Campaigns are designed to prompt specific actions, whether it’s making a purchase, signing up, or attending an event. 
  • Targets Specific Goals: Campaigns allow you to focus on one goal. Whether it's a new product launch or a flash sale, campaigns help you hit targets quickly and effectively.


The Secret Sauce: Both Work Best Together

Let’s be clear: always-on and campaign marketing aren’t competitors—they’re partners. Together, they create a marketing ecosystem that works in harmony. Always-on marketing builds the foundation that allows campaigns to succeed.

So why does always-on marketing have the edge? It’s sustainable. It’s the key to long-term growth. By staying in the conversation even when you’re not actively campaigning, you foster loyalty and consistency in your audience.

While always-on builds steady momentum, campaigns are your brand’s fireworks. They add excitement, urgency, and focus when you need them most. Use campaigns to amplify your always-on efforts, but don’t rely on them to be the only strategy in play.


How to Tackle Both:

Think Long-Term with Always-On: Focus on regular, consistent content—whether it’s social media, blogs, email newsletters, or SEO. Consistency helps build familiarity and trust.

Run Campaigns with Precision: When launching a new product, service, or sale, go all in. Create urgency, but ensure it fits into your broader strategy. See our case studies to discover how campaigns have made a difference for our clients.


The Best of Both Worlds

Your business doesn’t have to choose between always-on marketing and campaigns—they both play vital roles. Think of always-on marketing as your brand’s reliable companion, and campaigns as the exciting sidekick that brings in big results when you need them. Together, they create a strategy that’s not just about quick wins but about building something sustainable and powerful over time.

Ready to embrace both? Start by ensuring your business is always present, and then turn up the volume with campaigns. Contact us to learn how we can help you build a marketing strategy that works!

March 24, 2025
The world of media can be overwhelming, especially when you're trying to determine the best way to market your business. Enter the PESO model—a framework that categorises media into four distinct types: Paid, Earned, Shared, and Owned. Understanding how these work together can help you build a strong marketing strategy that drives brand awareness, engagement, and conversions. Let’s break it down. Owned Media: Your Brand’s Digital Home Owned media includes content and platforms that your brand controls—your website , blog , newsletter , and social media accounts. This is the gold standard of marketing assets—the most valuable data you can ever own. Unlike other media types, owned media gives you complete control over your message, audience insights, and long-term brand growth. It’s the foundation that fuels every other part of your marketing strategy. Key Owned Media Assets: Website content – Your website is often the first place potential customers visit. Blog articles , landing pages, and help articles are all part of your owned media strategy. (Read more about content strategy in our blog on Always-On vs. Campaign Marketing .) Social media accounts – While you don’t control how content is distributed, you do control the message you put out. Newsletters – Email marketing remains one of the best ways to engage with your audience on your terms. Owned media is excellent for nurturing existing audiences but isn’t always the best way to reach new customers. That’s where the other parts of PESO come into play. Learn more about our content marketing services . Paid Media: Expanding Your Reach Paid media is any exposure you pay for—from digital ads to sponsored content. It’s a great way to get in front of new audiences quickly and drive targeted traffic to your owned media. Types of Paid Media: Social media ads – Platforms like Facebook, Instagram, and LinkedIn allow you to reach highly specific audiences based on demographics and interests. Search Engine Advertising (SEA) – Google Ads and other pay-per-click (PPC) campaigns help you capture search intent and drive conversions. Paid media works best when used alongside owned and earned media, ensuring that your content reaches the right people at the right time. Need help with paid advertising ? See how we can help . Shared Media: The Power of Social Engagement Shared media encompasses all social media content about your brand that isn’t directly posted by you. This includes customer posts, reshares, user-generated content, and influencer collaborations. Examples of Shared Media: Customer reviews and testimonials Social media shares and mentions Community-driven discussions on platforms like Facebook groups or Reddit Encourage engagement by creating shareable content—videos, infographics, and interactive posts tend to perform well. Discover how we build high-impact social strategies. Earned Media: Your Brand in the Spotlight Earned media is coverage that your brand receives organically, whether through PR efforts, influencer shoutouts, or customer advocacy. Unlike paid media, you don’t have control over earned media, but it’s one of the most powerful forms of credibility. Examples of Earned Media: Press coverage – Being featured in news articles or industry blogs. Influencer endorsements – When influencers talk about your brand without a paid partnership. Word-of-mouth and referrals – Organic recommendations from happy customers. Earned media is hard to control, but you can influence it by creating high-quality, shareable content and building relationships with journalists and influencers. Want to grow your brand’s credibility? Let’s talk . Bringing It All Together: The PESO Strategy Each component of the PESO model is powerful on its own, but the magic happens when they work together. For example: A blog post (like the one you're reading) (owned media) can be promoted through social ads (paid media), shared by your audience (shared media), and picked up by a news outlet (earned media). A paid partnership with an influencer (paid media) can lead to organic shares (shared media) and PR opportunities (earned media). Start with owned and shared media—they’re low-cost and effective. As your strategy matures, incorporate paid and earned media to amplify your reach and results. Looking for a marketing strategy that integrates the PESO model seamlessly? See how we can help or learn more about Soqual .
Two of Soqual's marketing professionals researching marketing trends.
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When it comes to attracting new customers and growing your business in an ever-changing and evolving consumer landscape, it is important to stay ahead of the curve and on top of the latest marketing trends. Here are our predictions for the top marketing trends for 2023 to keep you one step ahead of your competitors!
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