What is our always-on marketing?
Our always-on marketing complements our consumer campaigns and intermediary activity. It reinforces our brand voice and proposition with "heartbeat" activity throughout the entire year.
It prioritises performance-based techniques to regularly engage audiences, meeting their needs. It does so with content and by nudging them through the customer journey from awareness to consideration and planning.
Our organic activity (social, email, visitscotland.com) and earned (PR) can flex more efficiently to take advantage of the short-term tactical opportunity and trends.
Market and industry insights around sectors, regions and local trends will be continuously reviewed and promoted.
This type of activity targets micro-moments of online behaviour. For example, when consumers search on the web, view content from their favourite influencer, or an article link catches their eye.
