At Cure Media, we are firm believers in the synergy of always-on marketing and influencer marketing. This combination, we argue, is the most effective strategy for brands aiming to connect with their target audience in today’s saturated marketing environment. The necessity of this approach for all brands stems from the industry’s rapid pace.

Our experience shows that the integration of always-on marketing with brand strategies leads to outstanding outcomes, helping brands cultivate a more enduring image. An always-on marketing stance ensures that brands remain at the forefront of consumers’ minds, simplifying the decision-making process when they are poised to purchase. We have observed the manifold benefits that an always-on approach brings to brands, and in this article, we delve into why always-on influencer marketing is particularly beneficial for all brands, contributing to their sustained success.

Implementing an Always-On Strategy

The essence of always-on marketing is to maintain a brand’s presence in the consumer’s mind, ensuring that when the time comes to make a purchase, the brand is the first thought. Achieving this requires a consistent presence in the spaces where consumers focus their attention. Despite the ongoing relevance of television, it’s evident that consumer attention is increasingly fragmented, often shifting to smartphones and social media engagement. With the average internet user dedicating over two and a half hours daily to social media—a 30% increase compared to traditional TV viewing—it’s imperative for brands to pinpoint not just where their audience spends time, but where their attention is truly engaged. Social media platforms are pivotal for maintaining an always-on marketing presence, enabling brands to stay connected with their audience.

However, a deep understanding of these platforms is crucial before planning social media strategies, as the content that resonates on one platform may not have the same impact on another. Influencer marketing simplifies the always-on strategy by fostering ongoing relationships between brands, influencers, and their audiences through steady, year-round content. Influencers, with their in-depth knowledge of platforms like Instagram and TikTok, can guide brands on the most effective content types for each platform, allowing brands to focus on broader marketing strategies rather than constant trend analysis.

Why Always-On Works for All Brands

Reflecting on our decade-long experience across various brands, we’ve observed the undeniable impact of consistency in marketing campaigns. Our collaborations with major fashion brands like H&M and Kappahl have underscored the efficacy of an always-on approach.

An always-on marketing strategy is universally applicable because the market is in constant flux, with trends swiftly evolving and heavily influenced by external forces such as social media, pop culture, and current events. This market dynamism underscores