Pulsed Approach
A digital marketing strategy that involves alternating periods of high and low advertising activity to maximize audience engagement and optimize budget usage.
Description
The Pulsed Approach in digital marketing is akin to turning a faucet on and off strategically. Instead of maintaining a constant level of advertising, marketers use bursts of intense promotional activity followed by quieter periods. This method helps keep the audience engaged without overwhelming them and ensures that marketing budgets are used efficiently. It’s particularly effective for campaigns tied to specific events or seasons, where interest levels may naturally ebb and flow. By timing bursts of activity to align with these peaks, brands can maximize their visibility and impact.
Examples
- A fashion retailer ramps up their online ads and social media posts in the weeks leading up to Black Friday, then significantly reduces their activity post-event to conserve budget until the next major sales period.
- A software company increases its digital ad spend and content creation around the launch of a new product, followed by a quieter period where they focus on customer feedback and minor updates.
Additional Information
- Helps prevent audience fatigue by not constantly bombarding them with ads.
- Allows for strategic allocation of marketing budgets to periods of high potential return.