Master Always-On Marketing: Sojern's 2020 Guide

What’s in the Report

An always-on strategy takes a continuous, proactive approach to digital marketing. Sojern's Guide to Always-On Marketing in 2020, will provide information on:

What an always-on strategy is and isn’t
Tips and tricks to an always-on approach
Understanding changing travel behaviors

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Capturing Digital Moments

As we dream and plan travel, we leave behind digital clues that help marketers understand our motivations for each trip. Today’s travel marketers need a strategy capable of using these digital moments to anticipate which trip motivation reigns in the moment.

An always-on strategy gives marketers the ability to present the most relevant offer at the right time—but also allows them to continuously learn, optimize, and more accurately execute their digital marketing strategy.

“An always-on approach is recommendable for any brand or tourism board that wants to maintain a constant conversation with their potential audiences across the year. This strategy increases and maintains the recall rates of the brand through the targeted audiences keeping it top-of-mind, and delivers a higher ROI on a medium-long term basis.”

George Kalliamvakos

Digital Media Manager, Department of Culture and Tourism, Abu Dhabi

“An always-on campaign doesn’t mean that you stand still in your targeting. Be agile and nimble. Adapt to demands and market trends. Tweak your audience and seek for continuous improvement.”

Pierre Langelotti

Corporate Director of Digital Marketing

“We have seen a significant improvement compared to the previous year in terms of performance; more than 37% in CTR and 15% in revenue. This is the result of optimization and understanding the audience.”

Rafael Salinas

Digital Media Buyer & Trafficking

“We don’t experience any downtime with campaign performance in between contracts like we used to. Not only is always-on easier to manage from a team and resource perspective, we benefit from having that continuous online presence.”

Chutima Fuangkham

Senior Director, Digital Marketing

Frequently Asked Questions

Is it really free?

Yes! We hope this information is useful for you, and you'll think of us when you're ready to take the next step with your digital marketing.

What is always-on marketing?

Always-on marketing uses live data, the ability to dynamically segment your audiences, and the power of real-time intent signals to know how and when to engage with a potential customer. We look deeper into how this marketing strategy is crucial in the travel industry and the changing way consumers research and book travel.

Do always-on campaigns replace traditional burst or flight campaigns?

Both are required for a successful marketing strategy. When used strategically, you will see improved performance overall, and greater insights over time.