A continuous marketing presence — ads, content, or campaigns running consistently over time — rather than marketing conducted only in short, discrete bursts tied to specific launches or events.
Why it matters
Always-on marketing builds sustained awareness and captures demand that arises at any time, complementing (rather than replacing) campaign-based bursts tied to specific launches or seasonal moments.
In a sentence
"We run always-on paid search for branded terms year-round, layering seasonal campaigns on top during key periods."
Related terms
- Antonyms: Flighting (running ads only in specific, non-continuous bursts, with gaps in between — the direct alternative approach to always-on).
- Often confused with: A campaign (a campaign typically has a defined start and end tied to a specific goal; always-on marketing has no defined end date and runs continuously).
- Synonyms: Continuous marketing, evergreen advertising.