Online Marketing Amsterdam

Always on campaigns provide visibility and builds sustainable growth

About always on campaigns

Many brands advertise in spikes: traditional campaigns often focus on a specific time period, such as around a launch, season or promotion. A disadvantage of this is that visibility often drops off after the campaign ends.

Always on campaigns ensure that your brand has a continuous presence with your target audience. This way you build brand awareness, strengthen trust and are always ready to attract new leads and customers. Consistency in presence also helps build trust and brand awareness.

What are always on campaigns and what can you achieve with them

Always on campaigns are ongoing campaigns aimed at generating a steady stream of reach, traffic and conversions. Through clever combinations of channels such as Google Ads and Display advertising, Meta Ads, LinkedIn campaigns and YouTube advertising – you create a consistent presence. It is important to test which message and which channel works best for your target audience. This strengthens your brand and shortens the path to conversion, while you can continuously optimize based on data to improve campaign performance.

What can you achieve with retargeting

Retargeting is an effective way to turn missed opportunities into new leads or sales. By tracking website visitors with a pixel called a pixel, which places an anonymous browser cookie, you can target people with personalized ads through channels such as Google Ads, social media, dynamic remarketing and LinkedIn retargeting. This allows you to show customized ads that match the products or services they are interested in, which increases relevance and shortens the path to conversion.

What to expect

Strategy and design of always on campaigns
Integration with Google Ads, social media advertising and display advertising
Creation of varying formats such as HTML5 banners, short-form video and social creatives
Analysis and optimization based on conversion tracking and tagging
Full alignment with your performance marketing and digital strategy
Practical tips for setting up and managing always on campaigns
Optimizing the customer journey and determining the next step in interacting with your target audience

Sample applications

Ongoing advertising for lead generation in B2B and B2C, aimed at attracting prospects and potential customers.
Always stay visible in search engines through search engine advertising.
Build brand awareness with display and social creatives by using ads to reach different audiences.
Retargeting campaigns that always meander for additional conversions, using targeting to effectively reach different audiences.
Dynamic content that responds to seasons or current themes, developing appropriate content for specific audiences. Develop campaigns that respond to the needs of different audiences.

Our working method

Analysis – ICP analysis and audience segmentation to determine the right always on strategy. Many organizations experience challenges when implementing always on campaigns, such as ensuring data quality and continuously producing relevant content. At this stage, it is essential to work from a structured organization so that all steps in the process run smoothly
Strategy – Together we establish a smart mix of channels and messages that align with your marketing goals. We start the process with a clear focus on the long term and emphasize the importance of a good start to lay a strong foundation for successful always-on marketing. An always-on strategy requires patience and a long-term focus, because it takes time to achieve sustainable results.
Creation – Development of varying creatives: banners, videos, social ads and branded content. We develop content that responds to the needs of the target audience around your products, optimizing the customer experience and increasing engagement.
Campaign management – Ongoing deployment through Google Ads, Meta Ads, LinkedIn campaigns and display advertising. We actively communicate with the target audience and engage in conversation to build relationships. Always-on social media campaigns provide real-time communication with the target audience, allowing you to respond directly to questions and needs. By answering questions and providing valuable interaction, we work to increase loyalty within the community.
Optimization – Continuous adjustment with data, conversion tracking and ROAS analysis. By optimizing more often and keeping data up to date, we can contribute to better results. We respond to changes in the market to achieve sustainable growth. In doing so, we maintain focus on the customer experience and work to increase engagement throughout the customer journey.

Strategy for always on campaigns

A successful always on campaign starts with a clear always on strategy that is fully tailored to your target audience. It is essential to first determine who you want to reach and what their specific needs and interests are. To know what information is relevant, you need to know your customer well. By gathering these insights through audience research, buyer persona development and CPI analysis, you can develop valuable information and relevant content that matches your audience’s expectations. Here, mapping the customer journey also plays a crucial role so that you can provide the right message at each stage. In addition, to generate results with inbound marketing, you need a fair amount of content.

The power of an always on strategy lies in being continuously present throughout the buyer journey. This means that at every stage – from orientation to purchase – you communicate the right message at the right time. By properly analyzing which stage your target audience is in, you can respond to their current needs with targeted ads and content. Content provides traction to make the flywheel turn harder. Combining performance marketing with content strategy, branded content and storytelling is very effective in building trust and engagement.

Using a smart mix of channels, such as social media, email, Google Ads, LinkedIn campaigns, display advertising and YouTube advertising, ensures that your message is always visible to the right people. This increases the chances of interaction and conversion, and keeps you top of mind with your target audience. Social media ads are also suitable for enticing potential visitors with exclusive offers. By using marketing automation, dynamic content and funnel triggers, you can also apply personalization and optimize the customer journey even more effectively.

In addition, it is important to keep your always on campaign flexible. The market and the needs of your target audience are constantly changing. By regularly analyzing using conversion tracking, tagging, web analytics and dashboards, and adjusting your strategy, you stay relevant and respond quickly to new trends and developments. With experimentation and A/B testing, you find out what your prospects are really interested in. This is how you achieve maximum impact and build a lasting relationship with your target group.

Practical tips for a successful always on strategy

Start with a thorough positioning workshop to get your brand proposition, brand identity and tone of voice in focus. This forms the basis for consistent communication and branding trajectories that always make you recognizable.
Use a Value Proposition Canvas to refine and better align your proposition with the needs of your target audience. This helps develop relevant content and campaigns that really connect.
Develop a content strategy that includes different content formats, such as short form video, animated video, podcasts and creative social media post design. This provides variety and keeps your audience engaged.
Ensure conversion-oriented design of your landing pages and microsites, paying attention to UX and UI design, mobile first design and accessibility UX. Optimize user flow and use wireframes and prototyping to create the best experience.
Implement a full-funnel approach in which, in addition to awareness, you also engage in retargeting and lead nurturing through email marketing and automation workflows. That’s how you keep prospects moving toward conversion and retention.
Leverage data and AI tools such as AI copywriting, generative engine optimization (GEO) and AI marketing to continuously optimize your campaigns and make them more efficient.
Schedule regular audits and optimization sessions to keep your marketing strategy up to date. Use KPI mapping, A/B testing, heatmaps and funnel analysis to discover areas of improvement.
Integrate employer branding and employer marketing into your always on strategy if you also want to strengthen your brand internally and attract talent.
Be consistent in your brand activation by consistently implementing your brand story and brand archetypes in all communications. This strengthens recognition and trust with your target audience.

By applying these practical tips, you will build a solid foundation for an effective always on strategy that not only ensures visibility, but also sustainable growth and engagement.

What is always on marketing and why is it important

Always on campaigns are indispensable in a full-funnel approach. You remain visible at every stage of the customer journey: from awareness to conversion. Always on marketing is mainly about being continuously present based on data, so that you respond to the needs of your target audience at the right time. Without always on campaigns, you run the risk of your brand disappearing from view and competitors gaining attention. By having a continuous presence, you increase your ROI and build sustainable growth. It’s about keeping your brand top of mind throughout the customer journey.

Our services, such as brand positioning, proposition development and branding processes, help you lay a strong foundation for this continuous visibility. We also support you with digital strategy, performance marketing and content creation to effectively deploy your always on campaigns. By distributing consistent relevant content, a company profiles itself as a knowledge partner. With tools like conversion tracking & tagging, marketing automation and data storytelling, we make sure your campaigns are measurable and optimizable.

In short, a good always-on marketing strategy combines brand development with smart digital tactics and practical execution. This is how you achieve not only visibility, but also impact and lasting customer relationships.

Reviews

r _

The crew at OMA is an absolute pleasure to work with! Their swift and clear communication makes every interaction a breeze. Add to that their skill set and work ethic, and—several projects later—I can't recommend them highly enough.

Victor Mulder

Bij Oma is het altijd gezellig.
OMA – kort voor Online Marketing Amsterdam – voelt eigenlijk gewoon als thuis. Je krijgt wat te drinken, een hapje erbij, en ondertussen word je op slimme ideeën getrakteerd waar je echt wat aan hebt. Altijd een goed verhaal. En nog beter: Oma heeft altijd gelijk. Marketingadvies waar je niet omheen kunt. En waar je met plezier voor terugkomt. ❤️

Allon Kijl

These (Interactive) Marketing Guys Really know what they are doing. Undoubtably an added value to any company. Both Jasper and Michael helped us realizing some of our marketing goals, besides being just two great guys to grab a beer with. Thanks guys! Looking forward to our next meeting!