December 14th, 2020

Marketing 101

Always-on vs evergreen marketing - what's the difference, and which to use when.

Whilst both methods have proven to be effective when done well, Always-On marketing and Evergreen marketing seemingly come from opposite ends of the business spectrum. But what do they both mean and how do you know when to employ each method to make your business perform at its absolute best?

Evergreen Marketing

When defining Evergreen marketing it is easiest to think of an evergreen tree – one that stays fresh, leafy and green all year round without dying throughout any particular season. Evergreen content is a piece of content which does not expire in the short term – it is continually relevant, never goes out of date and remains fresh for readers. Evergreen marketing ignores the latest fads and provides long-lasting strategies which work across a variety of platforms. For example, business aspects such as branding, logos and key words can all be far more effective if they incorporate strong, timeless elements rather than ‘new and shiny’ ones that can quickly become outdated.

Always-On Marketing

Always-On marketing is based around active and consistent audience engagement that indicates your availability. Customers’ expectations are evolving and there is great demand for businesses to provide services whenever consumers require it, anytime of day or night. With the world becoming smaller in terms of access, e-commerce and global communication, very rarely are all customers working in the same time zone. Additionally, the concept of “standard” business hours is becoming less relevant as working schedules continue to diversify. This is a significant reason for the growing prevalence of live chats/chatbots and on-demand website resources (e.g. ‘how-to’ procedures). Social media has been a revelation for Always-On marketing as it not only allows businesses to interact with their customers, but having interactive “watch/tap/swipe” content allows this interaction to exist constantly. Always-On marketing also requires being constantly up-to-date with modern business, tech and societal trends in order to remain relevant.

Comparing the Pair

When comparing the two methods we see that Always-On marketing is more concerned with active engagement, current trends and being consistently informed about real-world developments in order to provide the most desired service at the time. There is a constant need to be up-to-date and well-maintained. The key with Evergreen marketing is timelessness – it does not concern itself with temporary trends or changing media, it stays relevant through timeless and relatable content. Due to its relentlessly-changing nature, Always-On marketing can generally get away with addressing issues and practices on a surface-level basis without the need for overly detailed analysis. Evergreen marketing, whilst easier to keep track of, typically requires more intricate analysis of long-form content.