Creating memorable campaigns that leave a lasting impression can be difficult, with audiences now fragmented across an increasing variety of platforms.

Singular campaigns can be forgotten as soon as they’re no longer being seen. If somebody sees an ad on their social media feed once, and never again, they’re not at all likely to remember it. However, if a campaign is continuously running, it becomes ingrained in a user’s experience of a platform meaning they’re more likely to engage with it.

Why is it now more difficult for interruptive advertising to be effective?

With an increasing awareness of data privacy in consumers, behaviour is changing. More and more social channels are ensuring their users data safety is of importance.

Technology is advancing at an incredible rate, and digital spend is increasing. Platforms such as Google and Instagram are set to dominate the advertising industry. With ad spend no longer being focused on television and print, and mobile being the most popular device for the aforementioned platforms, it’s important to consider options to maximise reach across all channels.

When it comes to addressing these issues and adapting business models in line with this, a problem can arise for advertisers: they may not have plans in place that allow them to make innovative changes. Previous approaches that have been taken by a business to do so may not be as effective as possible; it is important to be able to keep in line with changes and trends.

The benefits of always-on campaigns

An always-on approach promotes further reach across all channels by ridding the siloed aspect of traditional campaigns. Audiences can be reached at different points throughout their buying journey, and influenced by campaigns by doing this. All customer points of view are considered, and an advert that may reach somebody at the wrong time could later be more relevant or available to them, resulting in purchase.

Following on from the previous point, the more continued experience will enable a valuable conversation to be established, increasing customer loyalty. This will, in turn, promote brand awareness.

A continued approach means brands will be able to keep conversations up with consumers, and in turn establish an effective method of keeping up to date with what is wanted. This means less time, money and effort from various departments will be required, as it would be when trying to measure various sporadic campaigns and line up all results from these.

This isn’t to say that shorter campaigns and always-on campaigns cannot be used together. If the brand has means to do so, this could be a highly effective way of consistently bringing in leads.

What do you think? Are always-on campaigns the answer to the problems brands are facing following the rise in tech and the data changes we’re experiencing? Let us know what you think in the comments, or feel free to submit your thoughts on this subject through our Typeform.